All Companies strive to create unique consumption experience for their customers. Despite masterful design and engineering of customer experience, failure to communicate the experience effectively to the customers would inevitably lead to customer false expectation and dissatisfaction.

In this module, participants will learn how to use storytelling theories and concepts to enhance their ability to craft a compelling brand story. A compelling brand story can enhance customer’s engagement as well as their understanding of the customer experience. A brand story can start from the brand’s value proposition (theoretical approach) or any aspect of the customer experience (phenomenological approach).

Participants will learn and practice both approaches. Moreover, participants will learn systematic methods to enhance creativity – which is an essential competency in the ever more competitive and demanding business environment.

Lecture, case study, team-based brainstorming and exercise; team-based presentation

Knowledge

• Concepts and theories associated with creative and brand stories.
• Identify ways with which the company can enhance customer experience and engagement.

Competencies

• Apply storytelling skills to better communicate a brand’s story and experience to customers
• Ways to systematically enhance creativity

Mindset

• All marketing and operation activities will be implemented and designed in line with the brand story
• Stimulate creative ideas for everyday marketing and operations, customer engagement and branding
  

All Companies strive to create unique consumption experience for their customers. Despite masterful design and engineering of customer experience, failure to communicate the experience effectively to the customers would inevitably lead to customer false expectation and dissatisfaction.

In this module, participants will learn how to use storytelling theories and concepts to enhance their ability to craft a compelling brand story. A compelling brand story can enhance customer’s engagement as well as their understanding of the customer experience. A brand story can start from the brand’s value proposition (theoretical approach) or any aspect of the customer experience (phenomenological approach).

Participants will learn and practice both approaches. Moreover, participants will learn systematic methods to enhance creativity – which is an essential competency in the ever more competitive and demanding business environment.