Description
Book Synopsis
Is your company a storytelleror a storydoer?
The old way to market a business was storytelling. But in today’s world, simply communicating your brand’s story in the hope that customers will listen is no longer enough. Instead, your authentic brand must be evident in every action the organization undertakes.
Today’s most successful businesses are storydoers.
These companies create products and services that, from the very beginning, are manifestations of an authentic and meaningful storyone told primarily through action, not advertising. In True Story, creative executive Ty Montague argues that any business, regardless of size or industry, can embrace the principles of storydoing. Indeed, our best-run companiesfrom small start-ups to global conglomeratesorganize around a coherent narrative that is then broadcast through every action they take (from product design to customer service to market
Trade Review
"Montague gets right to the chink in the armor of storytelling: Unless the story you tell about your company is true, it is just empty words. And the way you make a story true, he says, is by "storydoing." Storydoing is telling a story through your actions." -- strategy+business magazine "An original take on using story to convey your brand promises, True Story will provide you with the answer." -- 800 CEO READ ADVANCE PRAISE for True Story: Brad Jakeman, President, Global Beverages Group, PepsiCo, Inc.-- "Gone are the days when marketers can simply tell people what a brand stands for. More than ever, consumers demand authenticity and transparency. True Story is an insightful and compelling review of what it takes to build brands and businesses today." Roo Rogers, Partner, Fuse Project; coauthor, What's Mine Is Yours-- "Who better to write about the power of story than Ty Montague? As relevant to CEOs as it is to CMOs, True Story leads the reader step by step through the process of combining product and narrative into one meaningful and unforgettable consumer experience." Danielle Tiedt, CMO, YouTube-- "In an age where just communicating your brand isn't enough, Ty Montague has given businesses a way to think about brand building from the bottom up. True Story outlines a four-step process to discover your company's unique story and then explains how to fold that story into every action you take. An essential guide for any company looking to grow its business." Peter Sachse, Chief Stores Officer, Macy's-- "The power of 'storydoing' shouldn't be underestimated. If you consistently define your brand through action, your brand will take vivid shape in every consumer's mind. Ty Montague has done a great job creating a path that any company can use to reach its goals." David Webster, General Manager, Marketing Strategy, Microsoft Corporation-- "Unlike so many books that simply collect case studies that you can't apply to your own situation, Ty Montague's book provides a blueprint and a road map for putting these insights into action. The power to uncover your own brand narrative--and live it--is in your hands right now."
