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Storyscaping: Stop Creating Ads, Start Creating Worlds by Darren McColl, Gaston Legorburu

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CHAPTER 04

THE STORYSCAPING MODEL

Deciphering the Code to Creating Worlds

Roll up your sleeves; we’re about to examine the lay of the Storyscaping land. In Part Two, we will introduce and illustrate the structures, logic, terms, elements, pillars, and thinking that amalgamate an effective Storyscape. We will start with the model that illustrates how we codified the Storyscaping approach. This sets the frame for the following chapters, each of which covers in detail a section of the model. Ideally, you will walk away with a great understanding of how to begin thinking of your brand differently, marketing your business more effectively, and you’ll gain actionable ideas you can walk away with and immediately begin to implement for overall greater business success. These principles are applicable to the 10-person start-up or the 10,000-person multinational business. They apply to new brands and old.

Foundation for Real Success. Success starts with setting goals. Otherwise, how do you determine your level of success? Storyscaping is based on the principle that we are trying to effectively connect organizations (brands) with people (consumers). This is achieved across the Experience Space through the creation of shared values and shared experiences by making shared stories that build participation. Therefore, defining and understanding the lay of the land where you are preparing to ...

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