Storytelling.

Do you want to create communication that stirs emotions, spreads quickly and activates the brain's signaling system? This course gives you the tools and processes to create a story that moves people. You will transfer the art of storytelling to brand-building communication and develop executions and concepts built on clear principles of Storytelling.

Telling stories is the oldest way of communicating, and oral stories lie behind some of our most important works, such as the Bible, the Edda and Homer. Today we passionately follow Netflix series, read crime novels and share “real” stories on social media. Even though several thousand years have passed since Aristotle wrote down how stories should be told, very little has changed: the same powerful methods are used today. Brain research has now been able to follow the body's reactions to Storytelling, and we have scientific evidence of the hormones the body produces when we engage with a good story. This explains why storytelling is so effective. The course opens with an analysis of Storytelling and how it is used in marketing communication today: we discuss and define the effects of Storytelling in modern communication. The core of the course is the work with a Storytelling Canvas. It is a method where you write a story based on your own experiences. Step by step you develop a short story of increasing difficulty. You share each step with the other participants and learn to give feedback and improve your storytelling. With the Storytelling Canvas you start at the right end, with a feeling and a real situation. You find the purpose, the target audience and the moral, learn to trigger emotions in the recipient and pick up several “tricks” that engage listeners and readers. Finally, you learn the basic rules of dramaturgy and apply them to your story. On the last day you connect your experiences from the Storytelling Canvas and produce concrete proposals for corporate communication in a group assignment.