The Story Wars

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Marketers! Advertising agencies! My brothers and sisters. I see in your eyes the same fear that would take the heart of me. A day may come when the courage of marketers fails, when we forsake our brands and they all come tumbling down; but it is not this day. An hour of wolves and shattered companies when our ability to connect to our stakeholders comes crashing down! But it is not this day! This day we fight! By all that you hold dear on this good earth, I bid you stand, Marketers of the World!

After this shameless bit of copyright infringement from one of the most famous stories of all time, let me tell you that the old era of marketing is over. The time that a brand could just make promises and use one-way communication is over. People just don’t pay the same amount of attention anymore to the way we advertise today’s products. We bombard them with so many messages it’s hard to make one stand out. Now, it’s time to change the way we communicate with our stakeholders. It’s time to enter the battleground that is modern-day marketing and in the midst of war, forge a new way to reach our stakeholders. The Story Wars forces this challenge. In his new book Erik Saelens, executive strategic director and founder of Brandhome, explains why storytelling is essential for a company to survive in today’s changing marketing landscape. How it’s about authenticity and building a passionate dialogue between a company and its stakeholders, about reaching out and connecting with those stakeholders on a deeper level than just a promise. It’s about people buying stories, not products. “After nourishment, shelter and companionship, stories are the things we need most in this world” (Philip Pullman).

In this book Erik discusses, in his own entertaining way, the difference between stories and tales and explains simply how to find and tell your brand’s story. He shows you how storytelling can be a part of your brand being Triple-A® and gives an easy checklist to make sure you’re doing everything right when you use storytelling to reach out to your audiences.

This book arms you with the weapons to fight in The Story Wars. It’s the anvil and the hammer that will help you forge your sword, ready for your masterstroke of storytelling.

Now, to infringe on another copyright, may the story be with you!

ENDORSEMENTS

Any story, brought in an intelligent way, is more powerful than all of the traditional marketing vehicles combined. This book brings you all the elements of storytelling to help you win The Story Wars.
- Walter Torfs, Director Branding & Communications, BNP Paribas Fortis -

Storytelling is in Erik’s nature. Everything he has taught me as my mentor has somehow always been through a story.
- Jef Pelkmans, Strategy Manager, Brandhome Belgium -

As Saelens rightly points out, we are at the verge of a real story war. If you want to win this war of authenticity, attention, liking and love, then you better read this book!
- Kurt Frenier, Global Vice President Marketing, PepsiCo HQ -

It’s a story about the power of storytelling. It’s a marketing book that reads like a story. Better than an explanation, it’s a demonstration. Great book!
- Nathalie Chevalier, Head of Branding, Communication and Culture AG Insurance & Karel Coudré, Marketing Director Non Life -

People buy stories, not just products. The Story Wars is an inspiring story and way forward for executives everywhere in the age of social and mobile media
- Wim Vos, CEO VAB Group -

After reading this book you will never look the same way ever again at brands and the stories they (don't) tell.
- Peter De Keyzer, Chief Economist, BNP Paribas Fortis -

Creativity and storytelling are like Oreos and milk - separate, they’re nice, but together they’re magic. So if something in your story hasn’t quite clicked yet, this book could be the ultimate branding weapon you’ve been missing.
- Joris Moolenaar, Executive Creative Director, Brandhome -