Storytelling
Storytelling training teaches participants how to develop compelling stories to effectively communicate a brand, idea or strategy. It is a skill that has always been practiced by renowned brands such as Nike and Apple to create emotional connections. Marketeers like Seth Godin emphasize the use of stories to make products and ideas stick. A study has shown that stories are twelve times more memorable than facts. Filmmaker, J.J. Abrams said, “I believe in anything that engages the audience and makes the story more impactful.”
What will you learn?
Narrative structure, emotional resonance, brand authenticity, hero’s journey, elevator pitch, transmedia storytelling, customer journey, visual storytelling, content strategy, story arc and much more.
Your Trainer
Prof. Henning Patzner is known for his practical and inspiring training courses that help managers and teams to fully exploit their creative potential and develop innovative solutions.
Prof. Patzner has more than 20 years of experience in the creative industry. He has worked as a director, copywriter, creative director and creative managing director at renowned advertising agencies such as Jung von Matt, Saatchi & Saatchi, Grabarz & Partner, Scholz & Friends and Serviceplan. Here he was jointly responsible for many successful marketing and digital campaigns for clients such as BMW, T-Mobile, Volkswagen, Tchibo, Miele, HypoVereinsbank and the Disney Channel. In his career, he has worked with over 75 top brands and has been honored for his creative achievements with over 150 national and international creative awards, nominations and accolades, including Cannes Lions and a Golden Effie.
He was accepted into the Art Directors Club Germany for his outstanding creative contributions and completed the “Chief Innovation Manager” certificate course at RWTH Aachen University. In 2014, he published his book “Creative Explosion” with Campus Verlag. Since December 2015, he has also been a professor of advertising film and advertising management in Munich, where he works intensively on entrepreneurial creativity and corporate storytelling. In 2019, he expanded his expertise with certifications as a Scrum Master and Agile Coach.