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• Workshop "Building a brand with storytelling" mit Laurence Vincent am 2. Europäischen Storytellingkongress

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  Hannes Maier    Premium Member   Group moderator

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  Workshop "Building a brand with storytelling" mit Laurence Vincent am 2. Europäischen Storytellingkongress

  Vincent - Masterclass 1- Building a Brand with Storytelling
  
  The world’s most powerful consumer brands have long perfected the art of storytelling in advertising, but now they are learning to extend the storytelling process in all that they do. This four-hour interactive workshop will explain the brand mythology cycle, illustrating how brands can use the timeless myths and archetypes to share an ongoing storytelling experience with consumers. During the workshop, participants will learn how to construct a “brand bible”, a living document that codifies the stories, themes, characters and aesthetic elements that enable a brand to tell stories using multimedia tools. The workshop also illustrates through case discussions how some brands plan and manage brand storytelling.
  
  Vincent - Masterclass 2 - Life: The Movie – Investigating the Stories that Consumers Have in their Heads
  
  In a decidedly post-modern world, consumers have embraced the power of storytelling in nearly every aspect of their lives. This four-hour master class demonstrates how modern consumers develop a “life movie” with characters and storylines that change and adapt to their daily lives. It also explore how brands play a leading role in the fulfillment of life movies. The hands-on part of the workshop instructs participants on how to develop consumer character profiles -- tools that help brand managers think of consumers in terms of characters in a bigger drama, and how to position the brand within that narrative.
  
  Mehr zum Kongress mit Praxisprojekten von Lufthansa, DaimlerChrysler, OMV, Hapimag, Siemens, BA CA, Maga International etc. unter Aktuelles auf http://www.symbiosis.co.at
  
  Schöne Grüsse aus der Mozartstadt Salzburg
  Hannes Maier
  
  • 25 Jul 2006, 10:57 am
  Hannes Maier wrote: > Vincent - Masterclass 1- Building a Brand with Storytelling > > The world’s most powerful consumer brands have long perfected the art > of storytelling in advertising, but now they are learning to extend > the storytelling process in all that they do. This four-hour > interactive workshop will explain the brand mythology cycle, > illustrating how brands can use the timeless myths and archetypes to > share an ongoing storytelling experience with consumers. During the > workshop, participants will learn how to construct a “brand bible”, a > living document that codifies the stories, themes, characters and > aesthetic elements that enable a brand to tell stories using > multimedia tools. The workshop also illustrates through case > discussions how some brands plan and manage brand storytelling. > > Vincent - Masterclass 2 - Life: The Movie – Investigating the Stories > that Consumers Have in their Heads > > In a decidedly post-modern world, consumers have embraced the power > of storytelling in nearly every aspect of their lives. This four-hour > master class demonstrates how modern consumers develop a “life movie” > with characters and storylines that change and adapt to their daily > lives. It also explore how brands play a leading role in the > fulfillment of life movies. The hands-on part of the workshop > instructs participants on how to develop consumer character profiles > -- tools that help brand managers think of consumers in terms of > characters in a bigger drama, and how to position the brand within > that narrative. > > Mehr zum Kongress mit Praxisprojekten von Lufthansa, DaimlerChrysler, > OMV, Hapimag, Siemens, BA CA, Maga International etc. unter Aktuelles > auf http://www.symbiosis.co.at > > Schöne Grüsse aus der Mozartstadt Salzburg > Hannes Maier