What’s Your Brand Story?


Apple, Coca-Cola, Google.

They tell their story across channels.

They emotionally connect, engage, inspire.

And consumers love them.


Every brand wants to stand out from the crowd. The strategy? Create compelling narratives relevant to target audience. However, great storytelling demands meaningful insights and skills to deliver an idea packed with emotional power. Social media has not made things easier. Brands need to also ensure that a single, consistent story is told across traditional and new media platforms.


Are you able to create compelling stories that build a strong corporate voice?

Can you translate your brand narratives into different content formats including social media?

Do you know how to develop metrics to measure the effectiveness of your content?


This 2-day workshop will equip you with practical skills and techniques to successfully pitch stories across traditional and social media channels. Examine the insights behind some great campaigns from Levi’sPumaVolkswagen, etc. and discover how they transform these insights into compelling creative narratives. Acquire strategies to translate a narrative into different content formats including TwitterWeiboLinkedIncorporate blogsvideos, etc. Analyse the transmedia strategy of Google,StarbucksAppleSamsung, and also pick up skills in storytelling for employee engagement and effective content measurement.


*Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats to engage a target audience. It involves developing stories across multiple forms of media in order to deliver unique pieces of content in each channel, with each medium making its own unique contribution to the unfolding of the story.


Unique Features:

  • Led by a senior PR veteran who has both international & Asian experience

  • A comprehensive approach to developing compelling brand narratives

  • Practical strategies for traditional & social media

  • Highly interactive & engaging with real-life examples drawn from Google, Starbucks, Apple, Samsung, Levi’s, Puma, Volkswagen & many more

What You Will Learn:

  • Analyse the changing media landscape & how social media is driving the media revolution

  • Strategies to build media relationships & package your story to meet the media’s needs

  • Deconstruct broadcast stories from CNNCNBCBBC to understand the different narrative structures

  • 5 critical steps to reach a meaningful insight & develop your brand narrative

  • Examine the elements of good storytelling & the different narrative devices

  • Techniques to translate a narrative into online & social media content

  • Skills to create an authentic corporate voice online & write a CEO blog

  • 5 success principles of transmedia storytelling for internal communication & 8 drivers of employee engagement

  • 10 tips for effective channel management & what GoogleStarbucksApple & Samsung are doing

  • Measurement tools, develop content objectives & metrics that fit your organisation

Who Should Attend:

Senior level executives responsible for corporate communications, corporate affairs, public affairs, public relations, public engagement, media relations, marketing communications, advertising & branding