From the course: Storytelling for Advertising Campaigns

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Building campaigns through narrative

Building campaigns through narrative

From the course: Storytelling for Advertising Campaigns

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Building campaigns through narrative

- Let's do another exercise. This one's designed to put the two rule structure into application. You'll need a piece of paper, and a writing utensil. Got those? Good. I want you to think of a brand, product or service. It could be one you're working on, or just a random one. Either will work. Write that brand, product or service at the top. Now, on the side of the paper make a list of characteristics of that brand, product or service. It can be brand qualities, product features and benefits or service values. Eight to 10 will do. Now, focus on one of those characteristics. You can choose any one that seems interesting to you. Circle that characteristic on your paper. Now, place three overlapping circles on your paper. Make them big enough that you can write inside of each. On top of the left circle write the world that is. On top of the right circle write the world that could be. Let's start with the world that is. Inside this circle write a sentence about what life is like without…

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