Brand Campfire: The Art & Science Of Brand Storytelling

Name: Brand Campfire: The Art & Science Of Brand Storytelling
Rating: 3.9 (118 reviews)

Learn the real art & science behind the new "must-have" skill for today's marketing professionals–brand storytelling.

Created byKevin McIntosh

Last updated 2/2018

English

What you'll learn

Create brand stories that engage the human brain at a level deeper than traditional brand marketing
Coach your staff and your clients in how to create more effective brand stories
Structure a brand story so that it follows a time-tested structure for telling a great story
Ask the right kind of questions to develop great brand stories for clients and your own brand

Course content

7 sections • 40 lectures • 2h 2m total length

Course Preview2:09
Brand storytelling is being embraced by brands like Nike as well as business-to-business brands. Is brand storytelling really a more effective way to reach your audience? Or is this just the lastest marketing bandwagon to roll into town?

This introductory video will give you a preview of what's to come in Brand Campfire.

ALL VIDEOS IN THIS SERIES ARE IN HD

Be sure to click the HD button on the video player to view in HD.

Film reference credits:

Nike logo and Nike archival photos
© Nike Inc.

Suitemates
Director: David Fickas
Drama 3/4
© 2014 Kinaxis Inc

Back To The Start
© 2011 Chipotle Mexican Grill, Inc.

Story Arc Illustrations and Animations © 2014 Kevin McIntosh
Storytelling: From The Iron Age To The Information Age2:38
Tell stories to connect audiences, showing how storytelling bonds society and memory from mythic fireside tales to today’s information age media, boosting word of mouth and ROI.
Storytelling: A Quick Backstory0:56
Storytelling served as a method to share information before reading, spreading memorized stories by word of mouth. The best stories win, inspire, mobilize audiences, and can act as propaganda.
Who's Hungry For Some Drama?0:46
Discover how modern platforms multiply ways to tell stories and share them globally in seconds, while storytelling offers escape and joy amid daily stress.

Your Brain On Story: The Good, The Bad, And The Ugly2:46
Thanks for purchasing this series. IMPORTANT: If you want to skip the neuroscience of brand storytelling videos, and jump right into the art of brand storytelling, you can jump to Lecture 14.
Taking Shortcuts Around The Brain1:51
Discover how information overload shortens consumer attention spans and how brands leverage brain heuristics to guide quick, low-effort decisions.
Two Story Exclusives: The Parade & The Mysterious Umbrella Man4:04
Explore how the umbrella man image sparks conspiracy theories and reveals how narratives connect cause and effect in a Dallas scene. Learn how such imagery fuels brand storytelling.
Who's Really Behind A Conspiracy?4:33
Examine how confirmation bias shapes conspiracy narratives as the brain crafts cause-and-effect stories, and learn to build a brand story using fictional narrative anchored in an actual truth.
The Volkswagen And The Snow Plow1:21
Explore how a Volkswagen snow plow ad uses brain storytelling to engage the audience, revealing no automobile features and prompting viewers to draw their own conclusions.
Stories That Caused Mass Hysteria4:46
Explore how powerful stories trigger mass hysteria, from Orson Welles's War of the Worlds radio drama to the mermaids documentary, highlighting audience reactions and media skepticism.
Become The Pinball Wizard Of Brand Storytelling4:38
Explore how brand storytelling activates emotion and engages the brain through simple language, metaphors, and sensory details, helping audiences own ideas and connect deeply.
Greatest Light Bulb Moment Ever?4:07
Discover how brand storytelling creates a lightbulb moment by giving audiences space to connect their world with the brand. Learn to craft moments that invite interpretation, turning inspiration into meaning.
Branding Light Bulb Moments1:36
If you are enjoying Brand Campfire so far, before continuing through the remaining lectures, now would be a great time to sign up for my new series here on Udemy, Branding Light Bulb Moments. Here's a preview.

Story Plot Structure Examples9:00
Before we dig into our case study section, you may find these examples of the different types of story arcs to be helpful.
Case Study: A Farmer Goes On A Journey (Part 1)1:00
Highlight Chipotle's mission to cultivate a better world, rooted in 'food with integrity' and sustainable health, as it contrasts industrial farming with family farms turning to factory farms.
A Farmer Goes On A Journey - The TV Spot, "Back to the Start"2:19
This spot for Chipotle Mexican Grill broke major ground.

From the story structure to the music to the art direction, this spot is a textbook example of how to do brand storytelling.

We’re going to break the spot down into bite-size story elements in the upcoming lectures. So take a look now at “Back To The Start.”
Case Study: A Farmer Goes On A Journey (Part 2)4:33
Follow a farmer's journey from balanced life through a dark big agriculture world, back to sustainable farming, illustrating how storytelling sparks debate and brand impact.
Connecting The Dots: The Story Arc1:15
Explore the story arc as a universal framework of rising and falling action, driven by conflict and tension that moves the hero from start to finish.
Connecting The Dots: The Three-Act Story Structure1:10
Explore how Aristotle's three-act story structure guides storytelling across film and TV, with act one setup that includes location and characters, act two confrontation, and act three resolution and climax.
Connecting The Dots: Theme2:47
Identify the universal truth and main message at the heart of your story to connect audiences to their own lives, addressing pain points, guided by brand strategy.
Connecting The Dots: Setting1:32
Explain how setting, the place and time, shapes events and characters in brand storytelling. Show farm imagery and the farmer's family as archetypal touchpoints that connect audiences to brand story.
Connecting The Dots: Character2:18
For more about character development, download this original pdf.
Connecting The Dots: Action and Plot Points3:59
Explore how key events drive a brand story from act one setup through inciting incident, confrontations, lightbulb moment, climax, and denouement, revealing backstory and transformation of the hero.
Rearview Mirror1:45
Trace how stories guide human behavior from characters and plot to action, and how metaphors and cultural touch points cue the brain, helping audiences connect and trust brands.
Film Credits For Brand Campfire2:19

Elements of Story6:00
Story Arc And Three Act Structure3:00
How To Engage Your Audience Through Brand Storytelling6:00
Inner Narratives and Pain Points5:00
Back To The Start - Story Arc1:00
How To Build Your Own Brand Story Hero3:00
A Template To Build Your Own Brand Story Arc5:00
Brand Storytelling vs. Traditional Marketing (Part 1)3:00
Brand Storytelling vs. Traditional Marketing (Part 2)3:00
Brand Storytelling Checklist3:00
Archetypes For Building Story Characters1:48
Learn how archetypes are formed.

Case Study: Homeward Bound (Google)7:30
Case Study: Monty the Penguin (John Lewis stores)

At John Lewis, Christmas is about helping customers create their dream Christmas. According to a spokesperson for the brand, the retailer wanted to remind the audience of the magic of Christmas as seen through the eyes of a child and to inspire the audience to think about how they might make the season extra special for their own friends and loved ones.
The brand also leveraged immersive storytelling experiences in store.
Download the pdf for more on this great example of brand storytelling for retail.

Requirements

A basic knowledge of brand marketing
A computer or mobile device that can play video/audio - you can play the preview video on this page to be certain your device is compatible
Ability to view PDF files on your computer or mobile device

Description

Brand Storytelling - The New "Must Have" Marketing Communications Skill

Learn The Art & Science Of Brand Storytelling

Brand Campfire is a high-energy video documentary and interactive learning series created for anyone in the business of brand communications who wants to understand the ins and outs of brand storytelling. Sixty minutes of videos plus tons of downloads.

We'll journey into the labs of scientists and see what happens to the brain as it engages with story. We'll discover why it's human nature to crave story and why brand storytelling can be so effective in both consumer and B2B marketing.

Animated Story Arcs, Brand Storytelling Exercises & Other Interactive Brand Storytelling Tools

To demonstrate the art of brand storytelling, the documentary includes original short story videos that will inspire you as you discover how humans engage with story. Animated story arcs and other creative tools along with a high-energy soundtrack make this learning experience one that's always moving forward and always entertaining. Brand Campfire is not your typical course series... it's meant to feel like you're watching a documentary rather than sitting through a class.

Exclusive Brand Storytelling Downloads & Interactive Learning Modules walk you through the elements of story such as Theme, Character, Setting, Plot & Action. Also included is a detailed yet easy-to-use brand story template based on the work of the industry's top brand storytellers to help you plan and create your own great brand stories.

Course Updated: November 2017

Preview clip credits:

Who this course is for:

Creative Directors
Marketing Directors
Public Relations Professionals
Journalists
Copywriters
Art Directors
Graphic Designers
Account Executives in Public Relations and Advertising
College students interested in brand communications
Chief Marketing Officers
Commercial Directors
Commercial Producers
Content Managers
Writers

Brand Campfire: The Art & Science Of Brand Storytelling

What you'll learn

Explore related topics

Course content

Introduction To Brand Storytelling4 lectures • 6min

Inside The Brain Labs9 lectures • 30min

Brand Storytelling Case Study: A Farmer Goes On A Journey12 lectures • 34min

Brand Storytelling Slide Presentations & Downloads11 lectures • 40min

Quiz Show0

Brand Storytelling Circuit Training3 lectures • 5min

More Brand Storytelling Case Studies1 lecture • 8min

Requirements

Description

Who this course is for: