Video: Cultural Mythmaking and Story Marketing

The New Storytellers: Jonah Sachs

In this latest installment of The New Storytellers, Michael talks 1-on-1 with Jonah Sachs of Free Range Studios and discusses his new book, Winning the Story Wars and the topics of cultural myth-making, story-based marketing, and authenticity beyond the spin.

Jonah is an internationally recognized storyteller, author, designer and entrepreneur. As the co-founder and creative director of Free Range, Jonah has helped hundreds of social brands and causes break through the media din with campaigns built on sound storytelling strategies.

What You’ll Learn in This Video Interview

The old paradigm of “inadequacy marketing” has changed. No longer must you prey on people’s vulnerabilities and insecurities to sell a product. In its place, there’s a new story-based marketing that further honors the meaning in people’s lives. Brands that honor the cultural myth-making process do better than does that don’t. It’s that simple.

In this 62 minute video interview we cover:

  • Cultural myth-making
  • Story-based marketing
  • Authenticity beyond the spin
  • Imagineering Stories
  • Moving beyond guilt and shame

About Jonah Sachs

Jonah SachsJonah is an internationally recognized storyteller, author, designer and entrepreneur. As the co-founder and creative director of Free Range, Jonah has helped hundreds of social brands and causes break through the media din with campaigns built on sound storytelling strategies. His work on legendary viral videos like The Meatrix and The Story of Stuff series has brought key social issues to the attention of more than 60 million viewers and his interactive work has been honored with ‘Best Of’ awards three times at the standard-setting South By Southwest interactive festival.

Jonah’s passion lies in exploring the crossroads of ancient storytelling techniques, social responsibility and emerging technologies. His book Winning the Story Wars calls on case studies from his own body of work and some of the most successful brands of all time to show how values-driven stories will not only revolutionize marketing, but represent humanity’s greatest hope for the future. Jonah and his work have been featured in The New York Times, The Washington Post, CNN, FOX News, Sundance Film Festival, NPR, The Colbert Report, and in FastCompany Magazine, which named him one of the 50 most influential social innovators. He lives in Oakland with his wife Chelsea, their daughter Mira, and son Orion.

Join the Conversation

What was your biggest takeaway from the interview? Any follow-up questions for Jonah or Michael? Add a comment below.


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  • Don_shinko

    Most helpful, useful & relevant Webinar on the subject.
    Thanks guys :)
    M

  • John Kellden

    This is beyond great, thanks.

  • http://www.facebook.com/profile.php?id=503394674 Joseph Camosy

    My biggest takeaway was about the importance of the new myths that are forming, and to speculate on what these might be.

  • Mona

    Thank you very much, it was wonderful and very useful for me as I am writing my dissertation in myth makers. I used this interview as a good reference for my study.

    I have a question, I didn’t get the name the person who said: “the role of myths is to convince people that they can be heroes themselves”. ?

  • mjmcfaddenjr

    I’m having a difficult time finding the video. Was it taken down from Vimeo?