Almost all companies in all sectors find themselves in the hard fight for market share. Because products are at parity, the competition among products has shifted to a competition about communication:  The one who communicates the best wins the fight for attention. Storytelling offers creative promise and potential for effective communication. The reason: Storytelling is a highly intuitive form of communication, as is shown by numerous scientific studies.

Companies and agencies are currently discovering the enormous potential of stories. How is it that a company can optimally employ storytelling for itself and its brands? How can a company create strong bonds using stories? How can a company use stories to optimally convey its message? How can it convince through stories? How can entrepreneurs utilize the power of stories? The workshop, delivered in English, answers these questions during presentations, interactive discussions, small group work, quick prototypes, and successful case studies.

The workshop will be held over the weekend and is intended for decision makers at small, medium and large companies who are responsible for brand management and communication, as well as for colleagues from advertising and PR agencies. The workshop closes with the presentation certificates of participation from the Berlin University of the Arts.

Instructors from internationally recognized universities

Both instructors are among the top experts in the field: Prof. Dr. Barbara A. Karanian is on the faculty of the Mechanical Engineering Design group at Stanford University in Silicon Valley. Prof Dr. Dieter Georg Herbst was Professor of the Year in 2011 and teaches at the Berlin University of the Arts as well as at other renowned universities worldwide. Both work with changing organizations.  They help organizations generate an environment of innovation with a focus on the conceptualization, organization and implementation of storytelling.

For further information please contact me or:

Center for Continuing Education (Zentralinstitut für Weiterbildung or ZIW)
Berlin University of the Arts (Universität der Künste Berlin)
Bundesallee 1-12
10719 Berlin
Tel.: +49 30 3185-2706
Fax: +49 30 3185-2690
E-Mail: ziw@udk-berlin.de