How Story Logic Can Increase Brand Affinity

Marketing Roundtable

November 19, 2014: 6:00 PM - 9:00 PM

StoryBranding uses storytelling and more to create a powerful affinity for a brand. This roundtable will help you better define and communicate the story behind your brand.


Gleacher Center
Room 100
450 Cityfront Plaza
Chicago, Illinois

Event Details

Storytelling is all the rage in marketing communications. Witness the increasing use of storytelling as a communication technique across all media channels. But in addition the use of storytelling as a technique to engage audiences through advertising, the principles and logic of story can play an even more important role when used to create an overall affinity for brands. That's where StoryBranding comes in.

Unlike storytelling, StoryBranding is a strategic process that draws upon insights gained from studying why stories work the way they do. Breaking stories down into their component parts, it's easy to see the parallels between the roles that brands and stories play in the creation of meaning. But as a communication discipline, and compared to the use of story, branding is still in its infancy. And there's a great deal brand marketers can learn from the structure and purpose of narrative logic, especially when it comes to persuasion.

Successful brands are finding that the new currency customers are using to assess their brand's worth is found in its ability to represent meaningful world views. As such, marketing should no longer look and feel like marketing. It should be clothed in story. The purpose of this seminar is to help you to better define and communicate that story


$15 -- Price includes hors d'oeuvres. There will be a cash bar as well.


Register Online

Deadline: 11/18/2014


6:00 PM-7:00 PM: Networking & Hors d'ouevres

7:00 PM-8:30 PM: Presentation, Discussion, Q&A

8:30 PM-9:00 PM: Continued Discussion & Networking

Speaker Profiles

Jim Signorelli (Speaker)
Founder and CEO, eswStoryLab

Jim Signorelli is the founder and CEO of eswStoryLab, a Chicago-based marketing firm that specializes in StoryBranding, and the author of a best-selling book on the subject. His 35-year advertising career has been spent at major national advertising agencies working with clients that include Citibank, General Electric, Toshiba, Burger King, Arby's, KFC, International Harvester, Blue Cross/Blue Shield, McDonald's, the American Marketing Association, and many others


Scott McGarvey