Attendees learned how to apply screenwriting and short story techniques to tell their brand story at the Silicon Valley Brand Forum at Adobe.
90 attendees spent the morning learning about ways to effectively tell a brand story in business and types of stories brands tell as Adobe played host in their state of the art conference center.
We were welcomed by Aubrey Cattel, Adobe’s Head of Next Gen Products, who shared examples of Adobe’s latest storytelling tool, Adobe Spark. Spark is an amazing tool that allows a person with no video skills to create a movie, complete with voiceover, background music and titles, in minutes from their phone, notepad or workstation.
Clay Hausmann followed with his Treatment of Story presentation in which he offered specific techniques from his experience with screenwriting to develop an effective strategic brand story.
He showed examples of companies that were telling their brand stories well from Beats headphones to IBM. Click here to view Clay’s presentation on Slideshare.
Before the break we showed a brief video providing an overview of Intel’s “Inside Films” created by Billie Goldman, a breakthrough approach to storytelling with social video, films that allow viewers to actually interact with the characters on screen. Check it out.
During a brief break we tested our audience’s storytelling chops by asking them to come up with a 15 word or less story that captured the brand essence of any one of a provided list of notable tech brands. They did not fail to impress.
The second half of the event was dedicated to a panel discussion moderated by Jason Cieslak (far left), president of Pacific Rim for Siegel+Gale. The panelists, included (from left ot right) Aubrey Cattel from Adobe, Jane Hammons, professor emeritus of writing at Cal Berkeley and award winning short story writer, Clay Hausmann and Billie Goldman from Intel.
The panel offered their varied and insightful perspectives on everything from defining a brand story from a corporate perspective to the process for creating a brand story to using a brand story to generate leads or include some call to action. We ended with each panelist sharing their view of how they think storytelling will evolve over the next 5 years.
Stay tuned for information on our next Silicon Valley Brand
Forum in the spring!