Storytelling for Brands

Claudio will make a brief presentation, he will explain a little more about his life and his beginnings on a professional level, like where he worked and what projects he developed. He will also tell you about what factors and references influenced him throughout his career.

You will see what storytelling , when it began to be used and you will find out why it is so important in marketing. You will receive tips to get a really effective narrative.

Claudio will address the great paradigm shift that the advertising sector has undergone, as brands have decided to focus on people instead of products and services. Therefore, you will see that it is now more important than ever to make a storytelling that connects with them.

Based on the model developed by Claudio, Focustory , you will discover how to start building a brand account by asking yourself several questions about it, such as who is it, what is your current situation or what is the purpose?

To lay the foundations of the story it is good that you make a holistic observation in the first place - Claudio will explain to you what it is and how it can help you - and that you look at the audience. It will also explain what Carl Jung's archetypes are, how they are applied to marketing and how to identify one that goes hand in hand with your future story. You will decide who your audience is and once done, you will answer questions such as what characterizes them, what excites them and what doesn't, and how that can affect your story.

You will start writing the story that connects with your audience following all the stages of dramatic arc that you will learn with Claudio, so you can work on them in the storytelling brand.

Finally, you will see the basic characteristics that a story must have to build trust. You will also learn what Brand Voice to give a final format to your storytelling , and that you can apply it from now on in your brand stories.