PRAISE FOR THE STRATEGIC STORYTELLER
"Inside every brand and every company there lurks a story. It doesn′t have to be inventedjust revealed. And once revealed and released, it can unify, promote, and celebrate its subject. I suspect you′ll find this intelligent book as persuasive and enlightening as I did."
Sir Martin Sorrell, CEO, WPP
"One of the greatest strategic assets any company can have is a powerful, persuasive story to guide it. In these pages you′ll find not only the essential elements of great stories, but the tools you need to excavate and piece together your own. It is essential reading for anyone charged with charting a strategic course for themselves or their organization."
Anne Finucane, Vice Chairman, Bank of America
"The companies of the future won′t rise or fall on their products alone, but on the strength of the stories they can tellabout themselves, their customers, and the world. In this book, you′ll find sparks to ignite the spirit of storytelling and innovation within yourself, your team, and your organization."
Beth Comstock, Vice Chair, General Electric
"The Strategic Storyteller is a must read for anyone charged with bringing a brand to life. Alexander Jutkowitz is a world class storyteller who knows how to ignite creativity, create high–impact contact, and navigate these asymmetrical times. He delivers a roadmap for communications leaders that is replete with inspiration, insight, and humor."
Sally Susman, Executive Vice President, Corporate Affairs, Pfizer Inc.
"From the cultural diplomacy of Talleyrand to the highly effective use of social media by Taco Bell, Alexander Jutkowitz makes the case for storytelling as a universal element of the human experience, and offers practical, relevant, and timely advice for creating content that makes powerful connections with audiences. The Strategic Storyteller is loaded with inspiration and advice for those of us with stories to tell."
Willow Bay, Dean and Walter H. Annenberg Chair in Communication, USC Annenberg School for Communication and Journalism
"Part history, part self–help, part workbookalways inspiring. The Strategic Storyteller is a must read for anyone with a story to tell."
Jane Rosenthal, Producer/Co–founder, Tribeca Enterprises
Chapter 1 Glamour and Grammar
The power of stories
This is your brain on good content
Strategies of delight
The runway and the beltway: informal networks of influence
How good content helps us be out best selves
Content creates guiding narratives
What’s old is new again
How to find good stories
Chapter 2 The Age of the Educated Consumer
Why Politics won’t teach you about marketing
The educated consumer
Chapter 3 It’s About Human Nature
Learning from the best human storytellers
Chapter 4 It’s Life Stages, Not Ages: The Generation Myth and the Power of Personalization
Data and privacy
The evolution of personalization
Personalization for B2B
Mobile and omni–channel personalization
Taking personalization offline
Chapter 5 Atomize, Serialize, Magnetize, and Keep Your Velocity
Solving for Distribution
Velocity is Tranformational
Chapter 6 Only Connect: Creativity & Consistency
Building a content culture
Inspiring organization–wide creativity
How brands evolve
Chapter 7 Content Marketing Applied Part 1
Content marketing applied: The content hub
The process of creating a hub
Have a strong visual vocabulary
The best content hubs…
Chapter 8 Content Marketing Applied Part 2
Knowledge transfer: putting it all together
How the industry is changing
Chapter 9 Asymmetrical Thinking
Afterward: The Future of Storytelling
ALEXANDER JUTKOWITZ is global CEO of GROUP SJR and Truffle Pig, and U.S. CEO of Hill+Knowlton Strategies. A former political pollster, digital architect, brand strategist, and content creator in over 30 countries, he is committed to the idea that brands who tell their own stories innovate faster and inspire enduring customer loyalty. He is on the board of the Advertising Council and lives in New York City with his wife and daughter.