In this session...
Many brands have jumped on the storytelling bandwagon, but few know (beyond a loose concept) what storytelling actually is or how best to put it to work across the ever expanding list of marketing disciplines.
This session will reveal the structure of stories and how central the idea of dramatic conflict is to the success of a story. But most brands fail to understand there’s no escaping ‘embracing the dark side’ if you are to tell a compelling brand story; in short, without conflict, there is no story.
