Storybuilding: Using Story to Connect Brands with Humans
(Room E351)
08 May 19
4:15 PM
-
5:00 PM
Tracks:
Design + Creativity
The term ‘storytelling’ has become an agency buzzword of late. From creative shops to marketers, it seems everyone is a storyteller these days. And the fact is, they’re right. We are all storytellers. But few of us are storybuilders, capable of not only understanding the structure of story but able to use it to connect the character of a brand to the people that consume it. Story has a form, one that Stefan Mumaw, the Director of Narrative Strategy at San Francisco story shop First Person, is going to break down for you. He’ll lay out the structure of story and use real-world examples to show how each story component is used to build an emotional bridge between brand and consumer. Bring a few tissues, story has a knack for producing both tears of laughter and empathy and Stefan will use both to show just how powerful story can be.