Defining the strategy behind a brand story

How do strategists decide how they’re going to tell a brand’s story? In this video, Gerard Crichlow, Head of Cultural Strategy at AMVBBDO talks through the “strategist push” that he uses to connect brands with audiences. Crichlow explores how strategic narratives are formed at the beginning of a project — by understanding your audience, the context of the world you’re working in, and then aligning your brand with this.

This is an exclusive excerpt from D&AD’s online Storytelling for Action Masterclass course that you can do at your own pace. It covers the fundamentals of crafting an effective story, embedding story within brands, and how and where to tell stories. More information and sign-ups here. You can also explore more online courses here, as well as upcoming in-person and online teaching here.