The Big Story: Hollywood Techniques for Branding, Marketing and Persuasion

We live in a world inundated with content. Everywhere we look, we are bombarded with images, entertainment, ideas, and products all competing for our attention.

What are the messages that get through? Why is that some brands are able to break through the noise and connect with us in meaningful way, not only connecting with consumers and clients but also improving their bottom line. These brands harness the power of Story. Story is in our DNA.

It's the way that all cultures have communicated and passed on knowledge from generation to generation since the beginning of civilization. Yet, for some reason, when we try to sell, to market our products and services, to create compelling brand identity, so often we fall short. In spite of all evidence to the contrary, we still believe that simply talking about what we have to offer is the easiest way to influence others to buy our skills, our products or our services. Unfortunately, it's not.