Course Ending
We arrived at the final of this course "Storytelling -Re-brand your Brand."
We have been explaining the concept of storytelling, how it can be used in any
organization or personal brand, and provide tools to create brand stories through
traditional and new media communication channels.
Throughout this course, we look at why storytelling is a fundamental part of being human.
We know that storytelling requires emotion, human connection, and an understanding of
what motivates and inspires action. Therein lies the importance of truly connecting with the
audience and reaching their deepest emotions and desires through storytelling.
Stories activate multiple senses, which is why we took a neuroscientific approach to
storytelling. Several studies have shown us the need for stories and they are embedded in
human brain processes. We remember and think with stories. The most powerful
memories come in the form of stories.
We have learned that most of our decisions are not rational as we have an emotional
brain. Precisely the goal of storytelling is to connect emotionally with others through a story
and compelling storytelling has real value, as demonstrated by The Significant Object
Experiment.
Thanks to a narrative structure, we keep the audience engaged and have explained how
Aristotle's storytelling elements help us empathize with our customers.
Throughout this course, we have opened several conversations through discussion topics
to talk about experiences around brands, stories, brands with purpose, and companies
that inspire us.
In an age where the overabundance of information can be tedious, we need brands that
tell authentic stories and go beyond a simple ad or gimmick. We also walked through
techniques and concepts to communicate strategically while embracing the new rules and
strategies of the digital age. In this new attention economy, we could leave aside the
Metaverse and the need to consider phygital experiences.
We also focused on Data Storytelling, as sometimes narratives are not just stories, but the
stories that numbers tell. And we addressed how to choose the right format to show data
according to the idea to be communicated.
In the last module, we focused on brands and their need to focus on creating relationships
through content. There we explored the concept of "content persona" and how to build it to
create content that creates a true bond. We reviewed different types of stories and
© Universidad de Palermo The total or partial reproduction of images and texts are prohibited.
© Universidad de Palermo The total or partial reproduction of images and texts is prohibited.
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narratives that apply to brands and conclude by revealing the impact that technologies
have on customer relationships.
We explored The Hero Journey as a narrative archetype and how to apply its core
elements to make your brand customer a hero.
We recognized how your brand story should be foundational to your content strategy and
also used across the entire organization.
This is the final part of this journey; It's THE END, but also THE BEGINNING of something
much bigger than ourselves. So, what's next? Now you have the opportunity to apply a
storytelling method to a practical project. I hope you enjoyed this course. It's time to go
back to the real world and apply all of your knowledge to create a great Brand Story!
© Universidad de Palermo The total or partial reproduction of images and texts are prohibited.
© Universidad de Palermo The total or partial reproduction of images and texts is prohibited.
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