A brand’s story―how its meaning resonates in the public heart and mind―is a company’s most valuable competitive advantage. Yet, few companies really know how brand storytelling works, how to manage it, and how to use storytelling strategically.

Presented by best-selling author Peter de Kuster this groundbreaking one day seminar provides the illusive and compelling answer. Using studies drawn from the storytelling experiences of Nike, Marlboro, Virgin, Benetton and other powerhouse brands, Peter show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.

The seminar provides storytelling tools and strategies to:
• Implement a proven storytelling system for identifying the most appropriate and leverageable archetypes for any company and/or brand
• Harness the power of the archetype stories to align corporate strategy to sustain competitive advantage

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