DM407BKK
Storytelling for Brands
Faculty
Bonnie Rothman
Founder & President at Company B
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
To build brand value, you need a story. Stories have the power to sell, persuade, and create change. They make people care.
In this class, we’ll learn the art of storytelling and the “science” of using public relations to tell memorable, remarkable stories. From a brand’s origin story to new product launches, creator collaborations, and live experiences, we’ll learn how to attract attention and recognition. First, we’ll examine how iconic brands win our affection and attention. Then, we’ll apply those lessons to student projects.
The work is fun, creative and useful. Even if you never work as a digital marketer, the skills you’ll learn in this class will serve you throughout your life. Storytelling is essential for selling your most important brand: yourself.
Learning highlights
- How to tell a memorable story?
- How to message so people pay attention?
- Go on a Brand Safari to observe how brands tell stories in the “wild.”
- Understand how to think like a journalist and be successful in media relations.
- Explore how to use AI to enhance, not lead, your storytelling.
- Craft a strategic PR plan.
Course outline
15 classes
Session 1
Your Story Begins
How brands use stories to build value
Session 2
Founder Stories and Personal Biographies
Why does a brand's origin story matter
How to tell your own “founder” story
Session 3
What Makes News
How the media influences us and how we can influence the media to tell stories for us
Session 4
The Role of Public Relations and Communications in an Organisation Uniqlo Case Study
Session 5
Mastering Brand Messaging
How to create messages that persuade without selling
Session 6
Field Trip: Brand Safari
Session 7
Brand Safari Download
Mastering the News Release
Session 8
Media Relations, Part 1
Getting others to tell your story
Session 9
Media Relations, Part 2
Finding angles that people want to share
Session 10
Working with Influencers and Creators
Who is right for your brand and how to make deals with them
Session 11
Strategic Partnerships, Stunts and Events
Making a spectacle newsworthy
Session 12
Managing a Crisis
Prepare for the worst to fend off bad news
Session 13
As Seen on TV
How to shine in media interviews, podcasts, podiums and panels
Session 14
Final Project Presentations
Session 15
Final Project Presentations
Prerequisites
While there are no formal course requirements, you’ll thrive if you are curious about how brands tell their stories and have an interest in news and culture, both come into play in public relations.
Methodology
Short lectures, writing assignments and creative storytelling exercises.
Mini case studies analysing successful and failed brand storytelling strategies.
Great guest speakers, such as journalists, influencers and PR professionals.
Final project: With a group, develop and present a strategic PR campaign.
Grading
Bonnie Rothman is a public relations professional, former journalist, and screenwriter who helps forward-thinking organizations, entrepreneurs, and nonprofits tell remarkable stories that drive influence and value. Known for her creativity and innovation, she’s helped brands such as eBay, Payoneer, Kaplan, and Blood Cancer United. In a sold-out Storytelling Fire-Up! workshops, Bonnie helps C-suite executives, entrepreneurs, and communications and marketing leaders use stories to drive influence.
Bonnie was a frequent contributor to The New York Times. When she wrote screenplays, she was helped by Academy Award®-winning screenwriter/director Nora Ephron.
See full profileApply for this course
Storytelling for Brands
by Bonnie Rothman
Total hours
45 Hours
Dates
Jan 12 - Jan 30, 2026
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.