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.
DurationBrand 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”
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CIM is the world’s leading professional marketing body, registered in England and Wales (registration number RC000886). Our registered address is Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH, UK.
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