Synopsis
A quiet, but powerful revolution is underway. as the Internet and TV worlds converge; corporations are becoming increasingly interested in creating their own corporate TV networks. One of the biggest reasons for this push is the desire to communicate with customers, offer them helpful friendly advice and in so doing, build a relationship of trust. Unfortunately, TV content and corporate content are vastly different. Corporate content is usually dry and typically delivered by a single subject matter expert in a speech or training program. Conversely, TV content is based on story telling, entertaining and informative story packages and is based on a variety of messengers, including heroes, luminaries, and experts. Succeeding in this brave new world may be easier said than done. In order to thrive, corporations must learn three things: how to create content that focuses on what the audience wants to learn, not what you want to sell, how to use the right media and technology to leverage that content, and how to use it effectively in marketing programs. This book teaches corporate communicators how to do exactly that.
About the Author
Serial entrepreneurs, Bill Whitley and Patrick Thean,co-founded MindBlazer in 1999.¿ TodayMindBlazer is a leading Education-Based Marketing firm that helps corporationscapture their knowledge and package it into stories that increase sales andmarket share.¿ Now in its fourth year,MindBlazer has leveraged Education-Based Marketing for more than 40 majorcorporations such as: Yahoo!, American Express, Wachovia, Cisco Systems, Dell,HP, Intel, Lending Tree, Lowe's Company and Georgia Pacific.¿ Bill formed his first company,The Whitley Group when he was 28.¿ TheWhitley Group was a pioneer in the interactive multimedia world.¿ After 8 straight years of growth, The WhitleyGroup was acquired by Atlanta basediXL.¿¿ Bill Whitley is a corporate storyteller.¿ For over 15 years, first at TheWhitley Group and now at MindBlazer, Bill has worked diligently to helpcompanies craft their stories and their sales presentations.¿ Bill has a unique gift for making complextopics interesting and easy to understand. ¿¿In 1991, Patrick founded MetasysInc., a leading logistics and supply chain software company, and led it to itsranking of 151 on Inc. Magazine's 'Inc 500' list in 1997. Ernst &Young awarded Patrick the North Carolina Entrepreneur of the Year Award for EmergingCompanies in 1996. Metasys was among the Top 500 national software companieswhen it merged with Optum in 1998 to create a more complete supply chainsoftware company.¿ Patrick is a student of businessand entrepreneurship.¿ He has served asPresident of the Charlotte chapterof YEO (Young Entrepreneur's Organization) as well as a member of the KauffmanFoundation's YEO-kauffman CenterAdvisory Council.¿ Patrick earned hisMasters and Bachelors degrees in electrical engineering from Cornell University.
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