Contacts
Office

1450 Medicine Bow Rd
Aspen Colorado
United States

Email

info@subtextresearch.com

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Education

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subtext education

The Storyteller Creative Excellence Series – a set of compelling workshop, or lunch & learn style seminars that make everyone in the room feel smarter, more confident in evaluating & inspired to build great creative.

Each session features Novel Principles, Compelling Proof Points, Engaging Best/Worst Case Examples, and the Opportunity To Discuss Current Work / Creative Challenges. 
Examples of these sessions include ;
These can be scoped to fit a single, or two-day window
Individual 45min-1hr sessions

STORY FOR ADVERTISERS

“Film school” for marketers

2-day intensive seminar & workshop / 1x per year at the Aspen Institute, or client on-site training

This seminar will help marketers, both advertisers & creative agencies understand the fundamentals of story and how it works to persuade. They will gain working knowledge of how to achieve & sustain emotional involvement in advertising / comms, how establish the brand as a sympathetic character & how to frame a story that changes minds.

Importantly, this seminar is also a practicum that builds skills analyzing & pinpointing the mechanisms of strength & weakness within a story – providing a foundation to turn the process of unstructured agency “feedback” into a disciplined collaboration.

Chapters

I.  The Innate Nature Of Story
II.  The Advertising / Story Connection
III.  Story Fundamentals: How It Works
IV.  Narrative Consistency
V.  Heroes & Villains: Building Sympathy for the Protagonist
VI.  Brand as Character
VII.  Conflict & Resolution
VIII.  Show, Don’t Tell
IX.  Effective Framing
IX.  Re-telling a Brand’s Timeless Story
X.  Cultural Salience
XI.  Story Analysis & Optimization