Brand Storytelling

Overview

Do you feel that your brand or company culture are too cold, clinical and soulless?

Do you feel that your communications are looking tired, homogenised and lack effective saliency?

With most brands converging and most communications increasingly impossible to distinguish, this course will unleash the power of storytelling to help create distinctive, emotional and re-energised brands and communications.

Who should attend?

This course is for anyone who works with brands and communications (both internal and external, and agencies) and wants to increase the chances of success by identifying new ways of creating positionings, ideas and executions that resonate with memorability and cut-through.

Learning outcomes

• Unlearn why “messaging” (or just ‘telling people stuff”) is no longer an effective strategy for most brands and organisations
• Discover a new model for building and developing brands that is closer to the principles of Behavioural Economics: simple, human and emotional
• Why emotions are the prime means for creating motivation, relevance and saliency
• Discover why stories have- and have always had- the power to move people and make them care
• Follow the 6 S.I.M.P.L.E. rules of storytelling
• Explore ads and brands that do (and don’t) have stories at their heart
• Carry out exercises with live material, including “heroes and villains, conflicts and quests”