THIS WORKSHOP BY MARK DI SOMMA IS TITLED:
Brand story:
What's The Story? The Legend of Your Brand

What's this about?

Stories are how we learn. They enable us to reflect on things in a context that reaches beyond instructional. Stories explain and inspire. They motivate our imaginations. They bring ideas to life. They are a roadmap for the development of the brand so far and all it has come to mean, as well as for journeys not yet begun.

Every strong brand is backed by a powerful brand story that weaves together all the brand elements into a single and compelling tale packed with truth, insights and compelling ideas. The brand story holds these elements together. It is a vision of how the brand should be seen. It gives your brand a legend. A statement for the future, written in the present. The ideal, brought to life, and expressed on paper.

Your brand story is yours and yours alone. It symbolises your brand idea and the promises you make. It unites the internal culture and the external perceptions. That makes it the single most important reference point for any decision involving brand. "Does this fit with our story?" "Does it add dimension to the understanding that we have and that our customers have?"

Great brand stories are:

• Simple and yet sophisticated
• Singular and yet multi-layered
• Powerful to those they are intended for
• Inspiring
• Capable of evolving
• Succinct, and yet dense with the detail needed to fully understand their intentions

Who's this for?

This programme on nurturing your brand's narrative and applying it to your culture and external communications is aimed at senior decision makers who recognise the power of story in uniting people behind ideas. Those people include senior executives, communications managers, marketing managers, investor and corporate affairs managers and human resources managers.

What does it cover?

This half day workshop includes a keynote presentation, plus interactive workshop for up to 20 participants that applies the issues raised to your specific situation. We work through:

• What your story is
• Who it's for
• How it will be told and retold
• What it must cover
• Where and how it will be used to influence decisions