Educators
Teach Storyscaping in Your Classroom
This course is designed to be used either as a stand-alone course or leveraged as supplements to existing marketing and advertising curriculum. In the beginning, they explore the theory behind why Storyscaping is a powerful approach to use in today’s marketing; thus giving a foundational understanding of it’s importance and effectiveness. Then it takes you step by step through the process and methodology teaching the actual strategy and steps for effective Storyscaping. Leaning and incorporating these skills provides practical knowledge that can help differentiate you in the job market.
In these lesson materials we:
- Discuss the relevance and power of storytelling as how we connect and define our place in the world. Explore why it is still an imperative tool in marketing today.
- Identify key differentiators between four different approaches to brand differentiation: Price, Story, Experience and Storyscaping.
- Explore real-life examples of groundbreaking work and in-depth commentary on how Storyscaping builds stronger brands that are better equipped to remain effective in an ever-evolving, competitive marketplace.
- Define and discuss Brand Purpose, Consumer Insights (emotional and behavioral), Product Positioning, and ultimately the application of Organizing Ideas to Experience Spaces.
- We will learn to think about businesses and brands more fully and walk away with a new approach that offers proven practical structure and function.
01 The Foundation – Why Storyscaping? Comparison of Common Marketing Approaches
The objective of this module is to explain the differences between price differentiation, story differentiation, experience differentiation and ultimately point out the power of Storyscaping, how it differentiates and why it is valuable to learn the Storyscaping methodology and approach.
By outlining the other three broad approaches (price, story, experience), the power and purpose of Storyscaping becomes clear and sets the foundation for why marketers choose to adopt the Storyscaping approach and why students will gain cutting edge skills. After studying this module, students will be able to:
1.Distinguish between price differentiation, story differentiation, experience differentiation and Storyscaping.
2.Explain why Storyscaping brings more value than the other approaches.
02 Making Sense of the World Through Story
Here we solidify the element of story that was taught in module one.
The objective of this module is to provide a deeper understanding of the power of story and the necessary elements for of crafting an effective story. This module provides additional support for why stories are imperative for quality brand-consumer connections. After studying this module, students will be able to:
1. Distinguish between effective stories and less effective stories.
2. Explain how a brand can place consumers at the center of a story and why they would want to.
3. Describe why people connect to story and why that is important in marketing.
4. Identify the structure of stories.
5. Understand the hero’s journey and build stories that make the customer the hero and the brand a mentor.
03 Harnessing the Power of Experience
Here we solidify the element of experience taught as part of the foundation in module one.
The objective of this module is to provide students with a deeper understanding of the importance of crafting an immersive experience to accompany the brand story. This provides additional support for why the crafting of experiences is imperative for quality brand-consumer connections.
1. Distinguish between storytelling and story-experiencing.
2. Explain why an experience is more impactful than a story.
3. Describe why people connect to experiences and why that is important in marketing.
4. Understand how to take a story and build experiences into it.
04 Moving from Storytelling to Storyscaping
The objective of this module is to solidify the powerful combination of story and experience so students can begin to see the impact of creating a world. After studying this module, students will be able to:
1. Understand the concept of creating a world.
2. Define Storyscaping.
3. Define Experience Space.
4. Understand how technology opens doors for creating experiences.
05 Deciphering the Code to Creating Worlds
The objective of this module is to begin the shift from theory to practice through an introduction of the key components of the Storyscaping model. With this overview, we set up an ability to go deeper into each of the elements and further facilitate solid brand-consumer connections throughout the remainder of the course. After studying this module, students will be able to:
1. Identify the main components of the Storyscaping model.
2.Understand connections between brands and people across the Experience Space.
06 Creating an Environment Conducive to Great Storyscaping
The objective of this module is to understand that there are different styles of corporate culture, and identify which elements work best for Storyscaping. Here we introduce the concepts of cross-pollinating project teams for true collaboration and look at creativity with a broader lens.
After studying this module, students will be able to:
1. Distinguish between several styles of corporate culture.
2. Detect the importance of concocting the right corporate culture.
3. Delve into the concept of collaboration and it’s ultimate purpose.
4. Describe how creativity affects the entire organization.
5. Understand connections between brands and people across the Experience Space.
07 Unlocking an Organization’s Purpose for Increased Brand Value
The objective of this module is to dive deeper into the first of four Storyscaping pillars – Purpose. Here we encourage deeper understanding into why brands exist and explore this place where brands are encouraged to think, act and share. After studying this module, students will be able to:
1. Understand the importance of Brand Purpose.
2. Engage the Golden Circles as an approach for crafting Purpose.
3. Utilize the immerse-assess-originate-articulate four step process to further develop the why/how/what behind their Purpose.
08 Driving the Authentic Brand Behaviors That Fuel Business Growth
The objective of this module is to dive deeper into the second of four Storyscaping pillars – Positioning. Here we answer the questions ‘how’ and ‘what’ by determining how an organization satisfies consumer needs, how it operates, how it treats customer and what products/services it provides. After studying this module, students will be able to:
1. Recognize multiple ways consumers have experiences with brands.
2. Understand the importance of positioning authenticity.
3. Explore how brands can be mentors rather than heroes.
09 Understanding the Values and Aspirations of the Consumer
The objective of this module is to investigate the third of four Storyscaping pillars – Consumer Insight. Here we look at how consumer insights direct how we use emotional influences to meet consumer desire. The aim is to build understanding and application as it relates to Storyscaping. After studying this module, students will be able to:
1. Decipher between rational needs and emotional desires and bridge them to connect brands with consumers across the Experience Space.
2. Mine for quality insights through a logical process.
3. Leverage emotional desires to make strong connections between brands and consumers.
10 Using Ethnography to Understand Consumer Engagement & Buying Insights
The objective of this module is to investigate the final of four Storyscaping pillars – Consumer Journey. Here we look at several modern approaches to studying human thoughts, habits, and behaviors. The research gathered through these methods provides personal, real-life data that is ultra valuable for building effective Story Systems. After studying this module, students will be able to:
1. Relate more closely with consumers to understand needs, desires, and buying behaviors.
2. Formulate a ‘Hunt Statement’ to help guide research efforts.
3. Utilize the ‘Think, Do, Use’ as a planning tool to anticipate how different elements of an experience may interact and to create routine, observable behaviors.
11 Inspiring Experiences That Change Behavior and Drive Transactions
The objective of this module is to provide a deeper understanding of the purpose and power of an Organizing Idea. We will build upon the information gathered in the previous modules, and add the guidance in the chapter highlighted here to empower students into crafting an effective Organizing Idea. After studying this module, students will be able to:
1. Distinguish between a ‘big idea’ and an Organizing Idea.
2. Define and understand the purpose of an Organizing Idea.
3. Craft an Organizing Idea for the brand project.
12 When Your Organizing Idea & Experience Space Soulfully Meet
The objective of this module is to broaden understanding of the Experience Space and teach
the valuable method of crafting a Story System to help prioritize and plot the most effective
connection points for bringing brands and consumers together.
After studying this module, students will be able to:
1. Visualize and work within an Experience Space.
2. Think about how to use media in more effective and less traditional ways.
3. Create a Story System.
13 Constructing a Storyscape That is Sensing and Adaptive
The objective of this module is to create awareness around newer, more comprehensive ways of measuring results.
After studying this module, students will be able to:
1. Understand the concept of measurement in Storyscaping.
2. Appreciate the role of data.
3. Comprehend the importance of optimization.
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