Behind every great civilization is a good story. And behind every great civilization is the same.
That’s the premise of the gorgeous video below and a new book called Winning the Story Wars, by Jonah Sachs. Set for a July release by Harvard Business Review Press, the book argues that the key to a strong, iconic brand and powerful marketing is leveraging the potency in myths of old. It is, what Sachs calls, empowerment marketing—that is, setting brands and campaigns within the context of uplifting stories that inspire customers to adventure, higher values, and citizenship, instead of shrinking consumers back into fear, insecurity, and passive consumption. These stories appeal to our most basic human sensitivities and also build a better world. Sachs calls us to return to this kind of story strategy, infusing new digital tools with these powerful lessons from the greatest legends and myths of all time.
Don’t believe me? The beautifully animated video below not only dives into empowerment marketing but, yes, also tells a great story.
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