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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”



    “I found the course inspiring, filled with insights and interesting details. It's a lot of material for one day, which made it intensive and fast-paced. There was enough balance between the theory, practical examples and exercises, to which we got good feedback.”

    Anna Marcol Head of Global Marketing Communications Habasit

    “10 out of 10 - a really good course.”

    Edward Taylor Engagement and Communications Officer HEP C U Later

    Course Dates

    Start Date Duration Location
    19 Jun 2024 1d London
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    30 Jul 2024 1d Virtual
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    27 Aug 2024 1d London
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    19 Sep 2024 1d Virtual
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    01 Oct 2024 1d London
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    05 Nov 2024 1d Virtual
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    Course Director

    Anthony Tasgal

    As an ad agency account planner and freelance brand strategist, Tas has worked on hundreds of brand communications campaign for clients of all hues and denominations in his career, including currently the BBC, Nokia, Panasonic, The Royal Albert Hall, EE, Boehringer Ingelheim Animal Health, The Intellectual Property Office (UK Govt), ReLondon and the NHS. He is a global speaker, did his first TEDx talk in Newcastle in November ’23, and regularly reviews the papers and contributes on marketing and communications subjects on TalkTV. Tas has been a CIM Course Director for over 15 years, also running courses on Persuasive Storytelling for Presentations, Behavioural Economics and Creative Briefing. He is the author of 5 books including “The Storytelling Book”, which has sold over 35,000 copies globally, “The Inspiratorium”, “Incitations”, “The Storytelling Workbook” and “The Insight Book”. His sixth- The Customer Behaviour Book- will come out in Spring 2024.

    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.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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