In spring 2015, Sabrina Habib PH.D, and Jeff Williams at the University of Texas, Arlington adopted the Storyscaping book for use in their classes. It was taught to both beginner and advanced students over the course of twelve weeks. The below is feedback from those students on Storyscaping and how they applied the approach to their work.
“I use the model to give me ideas on what exactly I need to talk about during my upcoming presentation.” – Tony Garcia
“Storyscaping made dissecting the brand easier and has helped me understand how to strategically plan a campaign instead of using trial and error.
“The Storyscaping model helped me significantly when brainstorming ideas for my campaign project.
By focusing on creating an experience for the customer, it taught me how to put myself in the customer’s shoes. I never really thought about creating an experience instead of just creating advertising.
I have used the Storyscaping model in many of my other classes to help create strategic plans on both the creative side and media planning side. ” – Bethanne Glover
“Storyscaping not only challenges the conventional advertising methods, but it’s responsive to how advertising is changing and adapting to the current digital age.
Advertisements are no longer just one-way messages, they have become an organic medium where communication between the consumer and the brand can be exchanged.
This idea of empowering the consumer is what’s helping shape my approach to building relationships with consumers. Storyscaping helped me see a consumer as a person that’s growing, rather than an individual that has money available to purchase the newest line of products.” – Richard Hoang
“The main idea that stuck to me from the book was the four pillars. Even though they seem like the same thing in an overall perspective, each pillar is very different and has its own contribution to the overall picture.
I also found it was very easy to follow along in the book. The authors used well-written examples, and the ideas were broken down for the reader – it’s set up and presented like a book anyone could pick up and read.” – Rubi Hurtado
“Storyscaping really helped me understand how to connect the purpose, desire, needs, and product to create the overall strategy as well as something that connects the product and company to the consumer.
Storyscaping helped me determine the strategy for how to best create an advertisement that would tell a real life story, a story that is created by the consumer in relation to the products.” – Andrew Lawson
“I was very intrigued by the concept of stepping back and being a mentor and creating heroes out of consumers. It’s not about what my brand can do for consumers, but what can consumers do with my brand that can possibly help make the world a better place.
Whenever I am creating an ad, I try not to think too much about what I am selling, but rather, what story am I trying to tell and to whom am I telling it?” – Benson Taing