The Brand Equation

Introduction to brand storytelling for marketing

What you'll learn
Learning the role of story in branding and marketing
Understanding the principle tools of brand storytelling
Considering the ethical implications of brand storytelling
Ability to create their own brand stories

Requirements
All experience levels welcome

Description
BRAND = PRODUCT + STORYAn introduction to storytelling for businesses, entrepreneurs and other marketers“The first rule of brand storytelling is...it’s not your story.” ~ Damien WalterWe all know that telling a great story is one of the best ways to build a thriving business.But what is a story? And how do we use them to create powerful brands?Based on 10 years of academic research The Brand Equation introduces unique insights into brand storytelling for marketers of all kinds. Part One explores the Brand Equation, a simple and direct way to understand the power of storytelling in marketing. Part Two explores the 7 parts of powerful storytelling and how they apply to businesses of all sizes.Damien Walter is an expert in the art of story. He writes for world class media brands including The Guardian, BBC, and Wired. He teaches The Rhetoric of Story to over 40,000 students worldwide, and consults for businesses in technology, healthcore, finance and digital media to help them tell great stories.1.”Your brand is a story unfolding across all customer touch points.” -Jonah Sachs2. “Products are made in a factory,but brands are created in the mind.”-Walter Landor3. “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” – Scott Cook4. “Branding is the art of differentiation” -David Brier5. “Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.” -Laura Busche6. “Every interaction in any form, is branding.” -Seth Godin

Overview
Section 1: Part One - The Brand Equation

Lecture 1 The Brand Equation

Lecture 2 What is brand storytelling?

Lecture 3 Peter Thiel's 3 kinds of business

Lecture 4 Brand = Product + ?

Lecture 5 The First Rule

Lecture 6 How brands lie

Lecture 7 The marketing warhead

Section 2: Part Two - How To Build A Story Bomb

Lecture 8 Change - Coke is America

Lecture 9 Self - Apple and the creator class

Lecture 10 Other - Sex does not sell

Lecture 11 Conflict - the power of outrage

Lecture 12 Events & Structure - 4 contemporary marketing strategies

Lecture 13 Emotion - Just do it

Lecture 14 Question & Answer

Businesses, entrepreneurs and individuals who want to understand brand storytelling

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