Storytelling for Brands
Characteristics of a trust story (part 2)
A course by Claudio Seguel , Publicist and consultant
About the video: Characteristics of a trust story (part 2)
Overview
“In this lesson, I will talk about the emotional reach that a brand can have through a story, and the importance of really knowing the audience to connect with them. ”
In this video lesson Claudio Seguel addresses the topic: Characteristics of a trust story (part 2), which is part of the Domestika online course: Storytelling for Brands. Learn to build stories that resonate with your audience and convey your brand values.
Partial transcription of the video
“Another feature of a story of trust Is that... A story doesn't have to be right but should have meaning. And how to obtain this meaning? It's not about reinventing the wheel. In fact. at the start of this lesson. i told you that brand storytelling is much easier than you think. It's simply about using elements that people already have faith in and trust. and retelling it. Why? Because convincing someone about something they believe in is easier. No need to reinvent the storytelling wheel. In fact. you already know from this course that I'm a Star Wars fan. In episode 6. luke Skywalker asks ...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Storytelling for Brands
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Category
Marketing & Business, Writing -
Areas
Brand Strategy, Marketing, Storytelling
Claudio Seguel
A course by Claudio Seguel
Claudio Seguel is a publicist, strategic storyteller, and CEO of the consulting agency Brand Story.
He holds a master's in strategic communication from the Pontificia Universidad Católica de Chile, and has more than 15 years of experience in the advertising industry, working in agencies such as Prolam Young and Rubicam as well as Leo Burnett. He later decided to set up his own consultancy, Brandstory, to help companies build their brands. He currently teaches courses on storytelling for advertising at the university where he studied.
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