Brandlore, Larry's newest book, is due out in 2009. Learn how to build a brand, sustain it, and elevate it to win the hearts and minds of key stakeholders. Stay tuned...
First published in 2002, Legendary Brands was Larry's first book and explores the narrative structure of some of the world's leading brands. Drawing upon cognitive psychology and the study of classic mythology, the book demonstrates that great brands succeed by tapping a universal story structure.
Mad Man's Creed is a collection of 33 poems about hope, loss and the curious promise of that which lies in the spaces in between. Written in a three-year span of life-changing experiences, this is a collection of random thoughts and narrative fun.Tap the Power of Genre
Sunday, January 13th, 2008Becoming a great brand storyteller requires mastery of genre. Novelists, screenwriters and poets would be lost without the guard rails it provides. The truth is that there really are no original stories. Every story you can imagine has been told before. Over centuries of yarn spinning, the storytelling patterns have clustered into familiar plot progressions and thematic underpinnings. That’s genre. The conventions of each genre strengthen the connection between audience and storyteller, which is why brand storytellers must learn to identify and utilize the genres that fuel their brand narratives.
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