: Understanding that every great story needs a challenge to overcome.
: Using visual elements to support the narrative.
: Emphasizes the need for a strategic blueprint and collaborative efforts.
: Guides brands in sourcing stories through actionable intelligence and looking beyond the obvious.
is a marketing guidebook by Ekaterina Walter and Jessica Gioglio. Published on October 15, 2018, by McGraw-Hill , the book provides a structured framework for building emotional connections with consumers through narrative. Core Framework: The Six Laws
: Successful brands win business by winning hearts and minds first, prioritizing humanized conversations over traditional advertising.
The authors organize their "laws" into six major categories that guide a brand through the entire storytelling lifecycle: