In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
- Building story through narrative
- Triggering emotional responses
- Story in brainstorming
- Using story in TV, print, web, and social media campaigns
Skill Level Beginner
- Story is the most powerful and most human form of communication. We teach through story, we learn through story. We warn, entertain, and provide context all through story. Author Janet Literland once wrote, "Stories have power. "They delight, enchant, touch, teach, recall "inspire, motivate, challenge. "They help us understand. "They imprint a picture on our minds. "Want to make a point or raise an issue? "Tell a story." As story builders, that's certainly how we want our audiences to respond.
To do that in the context of marketing and advertising, we have to craft stories around the brands, products, and services that we're charged with marketing. In this course, we're going to explore how story is used in marketing and advertising campaigns, the structure of story, how we can identify the right stories to tell, and then look at a real world example of those principles in play for a small client that I had the privilege to lead. So let's jump in.