Brainwaves & Brand Stories — Neuroscientific Storytelling

Compelling storytelling is your brand’s best friend!

The second module is over and we all have many new storytelling tricks up our sleeves and tools under our belts. Jessica Gioglio proved why she was the it girl at TripAdvisor and Dunkin’ Donuts because, during the two days in Kontejner, she kept on delivering.

On the first day, we explored some of the world’s biggest brands like Apple, Microsoft and Amazon, and the purpose they focus on when building and creating their brand story. Jessica offered many storytelling frameworks, as well as 10 core elements for strategy that are bound to change the way you approach your consumers and target audience.

Day two was completely focused on group work and creating real stories for real brands. We accepted the challenge and created visions for both B2B and B2C brands. After a discussion on the deeper meaning behind colors, we implemented that knowledge and created visually compelling stories for brands like Nike, Ben & Jerry’s and Hilton Hotels.

Brand storytelling for the digital age

A compelling brand story defines your brand identity, drives differentiation and forges powerful emotional connections with your audience. And this module was your gateway to the future of brand storytelling. You uncovered the neuroscience behind what makes stories resonate and learned how to align your narrative with your brand’s vision. From identifying the heroes within your brand to harnessing the power of visuals and diverse marketing channels, a comprehensive storytelling framework designed for the digital age is now at your fingertips.

Learning outcomes

By the end of this two-day in-depth module, you:

• Learned the key elements of impactful storytelling based on neuroscientific findings.
• Dived deep into how neuroscience enhances brand storytelling techniques.
• Understood the strategic role of storytelling in modern branding.
• Created narratives that resonate deeply with your audience and stand out in a crowded market.
• Enhanced engagement by utilizing visuals and digital channels to diversify and strengthen your brand’s story.
• Mapped out your brand story across multiple platforms to ensure consistency and maximize reach.
• Incorporated emotional triggers and cognitive biases from neuroscience to make your storytelling more persuasive.
• Learned the best neuroscientific practices and techniques to engage your community and turn your audience into advocates.
• Improved marketing ROI by aligning your storytelling strategy with your brand and company goals.
• Optimized the ways you tell your brand story to ensure it resonates across different channels and formats.
• Built a storytelling framework that drives action and fosters loyalty.
• Leveraged data and analytics to refine your storytelling approach and measure its impact.
• Explored advanced techniques for tailoring stories to different audience segments.
• Adapted your storytelling strategy to emerging trends and technologies for ongoing relevance.

Who attended?

Are you a seasoned marketing and communication professional looking to refine and expand their brand storytelling capabilities? Maybe you have extensive experience as an agency team member looking to enhance your storytelling strategies? If you found yourself in any of these descriptions, you were the ideal candidate to supercharge your storytelling prowess at this HOWtoWOW MODULE. Junior professionals with a drive to learn fast were welcome but should have been prepared for a steep learning curve.

About the educator

Jessica Gioglio has worked with several high-profile companies such as Dunkin’ Donuts, TripAdvisor, and Sprinklr, helping these major brands build and manage their online presence. As an internationally recognized marketing innovator, international speaker, and bestselling author of The Power of Visual Storytelling and The Laws of Brand Storytelling, Jessica emphasizes the power of storytelling in digital marketing, advocating for brands to connect emotionally with their audiences through visual and interactive content.