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The Brand Equation
Rating: 4.4 out of 5(35 ratings)
2,498 students

The Brand Equation

Introduction to brand storytelling
Created byDamien Walter
Last updated 3/2023
English

What you'll learn

  • Learning the role of story in branding and marketing
  • Understanding the principle tools of brand storytelling
  • Considering the ethical implications of brand storytelling
  • Ability to create their own brand stories

Course content

2 sections • 14 lectures • 1h 32m total length

  • The Brand Equation2:50

    Discover how brands are built through storytelling and how the brand equation clarifies the link between marketing, branding, and storytelling.

  • What is brand storytelling?4:51
  • Peter Thiel's 3 kinds of business5:34

    Explore how marketing connects products to the right market, how storytelling informs marketing, and how branding can turn commodities into monopolies, following Peter Thiel's three kinds of business.

  • Brand = Product + ?3:17
  • The First Rule4:35

    Frame your brand by telling the customer's story, not your own, and connect products to their life through a shared, empathetic narrative.

  • How brands lie3:10

    Explore the ethical boundary of brand storytelling by distinguishing real from fictional stories, examining cases like Lego watches and Haagen-Dazs, and advocate authentic marketing that engages people.

  • The marketing warhead3:44

    The lecture uses a space rocket metaphor to show how brand elements, distribution, advertising, and a sales team carry the business story as payload.

Requirements

  • All experience levels welcome

Description

BRAND = PRODUCT + STORY


An introduction to storytelling for businesses, entrepreneurs and other marketers


“The first rule of brand storytelling is...it’s not your story.” ~ Damien Walter


We all know that telling a great story is one of the best ways to build a thriving business.


But what is a story? And how do we use them to create powerful brands?


Based on 10 years of academic research The Brand Equation introduces unique insights into brand storytelling for marketers of all kinds. Part One explores the Brand Equation, a simple and direct way to understand the power of storytelling in marketing. Part Two explores the 7 parts of powerful storytelling and how they apply to businesses of all sizes.


Damien Walter is an expert in the art of story. He writes for world class media brands including The Guardian, BBC, and Wired. He teaches The Rhetoric of Story to over 40,000 students worldwide, and consults for businesses in technology, healthcare, finance and digital media to help them tell great stories.


1.”Your brand is a story unfolding across all customer touch points.” -Jonah Sachs


2. “Products are made in a factory,

but brands are created in the mind.”-Walter Landor


3. “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” – Scott Cook


4. “Branding is the art of differentiation” -David Brier


5. “Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.” -Laura Busche


6. “Every interaction in any form, is branding.” -Seth Godin

Who this course is for:

  • Businesses, entrepreneurs and individuals who want to understand brand storytelling

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