Designing a Strategic Business Narrative for Your Brand
21

Monday, 21 June

1 3 pm EDT

$55 USD
Cost
$55 USD
Total

Questions? Read our FAQs

Designing a Strategic Business Narrative for Your Brand | June 21

Giuseppe Caltabiano Photo


Senior marketing, brand and content strategist

21

Monday, 21 June

1 3 pm EDT

Online

Anywhere
Online
$55 USD
Cost
$55 USD
Total

Questions? Read our FAQs

About This Workshop

Strategic narratives are a form of storytelling, and like all good stories, they need a compelling plot, characters, a climax, and a conclusion. A strategic narrative centres on leaders’ ability to articulate a clear and compelling vision and strategy for the future of the organisation. Rather than focusing on the company’s products or services through a series of bullet points and clip art in a PowerPoint deck, a powerful strategic narrative paints a picture of how a company’s past, present, and future fit together in a broader strategy context.

The workshop will walk the attendees through all steps required to design a strategic business narrative for your company using storytelling techniques from film and other narrative arts.

Takeaways

In this class you will learn:

  • Why storytelling is still one of the most important skills to master and how it can be applied to strategy and business
  • The biggest mistakes most startups and enterprises make when presenting their business
  • Basic storytelling techniques
  • A framework for aligning your team around a strategic narrative
  • How you can create a compelling pitch for your company and products
  • Ways you can present your brand's story to prospects, employees, talents, media and investors

Preparation

  • This class is taken completely online via Zoom.
  • Class set up information will be emailed on the day of the class.
  • You will need access to a laptop or computer with a working webcam and microphone as well as a strong internet connection.
  • All communication will be sent to the email used to purchase a ticket. If you have signed up on behalf of a friend or colleague, please forward along this information.

NOTE: this session will not be recorded, however, slides will be sent within 7 days following the class. Participants are also encouraged to download and save any shared materials during class for later reference.

About the Instructor

Giuseppe Caltabiano Photo

Senior marketing, brand and content strategist

Giuseppe is senior marketing, brand and content strategist with more than 20 years’ success spearheading instrumental B2B & B2C sectors.

Today he advises agencies and high-profile global B2B and B2C brands in Tech, Financial Service, Energy, Travel and other verticals on creating a powerful global content and digital marketing strategy, including Schneider Electric, EON, Google, LinkedIn, Capgemini, Cisco, Credit Suisse, Discover Financial Services, American Kennel Club, Epicor, Experian, Grant Thornton, Generali, Amman Mineral, Motability and others. He has supported growth of B2B SaaS businesses from $1M ARR to $20M ARR.

As a renowned marketing speaker and writer, he was recognised as one of the most influential B2B marketers by companies Market Recruitment in 2019, Onalytica in 2018 and Traackr in 2016 and has achieved an essential place among the 2017 ‘Top 25 Masters of Multichannel Marketing’.

Giuseppe has an MBA from Milan’s SDA Bocconi School of Management and is trained on Mergers & Acquisitions at the London Business School. He currently lives in London.

Community Code of Conduct

Your registration for or attendance at any General Assembly offering indicates your agreement to abide by this Community Code of Conduct policy and its terms.

Illinois Students

Participants who complete this workshop will not receive a certificate or any other designation of completion.

This workshop is not designed to prepare individuals to follow or pursue a trade, occupation or profession. It is not designed to improve, enhance, or add to the skills and abilities of an individual relative to occupational responsibilities or career opportunities.

This workshop is not approved by the Division of Private Business and Vocational Schools at the Illinois Board of Higher Education and participation in this workshop/event will not be counted towards an approved IBHE program/course of instruction.

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