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Do you feel that your brand or company culture are too cold, clinical and soulless?

Do you feel that your communications are looking tired, homogenised and lack effective saliency?

With most brands converging and most communications increasingly impossible to distinguish, this course will unleash the power of storytelling to help create distinctive, emotional and re-energised brands and communications.

Who should attend?

This course is for anyone who works with brands and communications (both internal and external, and agencies) and wants to increase the chances of success by identifying new ways of creating positionings, ideas and executions that resonate with memorability and cut-through.

Learning outcomes

  • Unlearn why “messaging” (or just ‘telling people stuff”) is no longer an effective strategy for most brands and organisations
  • Discover a new model for building and developing brands that is closer to the principles of Behavioural Economics: simple, human and emotional
  • Why emotions are the prime means for creating motivation, relevance and saliency
  • Discover why stories have- and have always had- the power to move people and make them care
  • Follow the 6 S.I.M.P.L.E. rules of storytelling
  • Explore ads and brands that do (and don’t) have stories at their heart
  • Carry out exercises with live material, including “heroes and villains, conflicts and quests”


Course Dates

Start Date Duration Location
11 Dec 2023 1d Virtual
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06 Feb 2024 1d Virtual
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05 Mar 2024 1d London
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09 Apr 2024 1d Virtual
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19 Jun 2024 1d London
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Course Director

Anthony Tasgal

Tas has created over 12,000 presentations in his career. As a result, he has trained over 2,000 people on the subject of storytelling for over 15 years from the UK to Australia, China and the US. He speaks regularly at international conferences, appears on TalkRadio’s Early Breakfast show, lectures at various universities and still operates as a brand strategist. Tas has been a CIM Course Director for over 15 years, running courses on Persuasive Storytelling for Presentations, Brand Storytelling, Behavioural Economics and Creative Briefing. He is the author of The Storytelling Book, which has sold over 35,000 copies globally, “The Inspiratorium”, a compendium of insight and inspiration, “Incitations”, a collection of expressions, phrases and words designed to incite insight and in 2022, The Storytelling Workbook . The Insight Book will come out in Spring 2023.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


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