ForbesBooks: Challenge Everything: The Battle Cry That Blew Sh*t Up And INVNTd Live Brand Storytelling by Scott Cullather
My rating: 4 of 5 stars

What is Live Brand Storytelling, and how can it benefit you? This book covers the story of Scott Cullather and Kristina McCoobery, the husband and wife co-founders of INVNT™, the global live brand storytelling agency™ and how they built their company from nothing into a global powerhouse. This company (and duo) have reinvented the world of marketing. The “old” way of marketing a brand or company to a consumer does not work anymore, because we as consumers do not interact with the companies the same way anymore. A company needs a compelling story, frequent links with positive stories and more. Our new generations want companies to be more socially responsible and they look for that in the company’s story. This book will help you understand just how to market your story and how to make it compelling to your consumers. An interesting book to be sure, I think even for non-marketing professionals, it is good to understand how brands and companies target us as consumers, so this is certainly a book worth reading.

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