DM410
Storytelling for Brands in the Digital Age
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
Creating a brand myth starts with your story. Stories have the power to sell, persuade, and create change. Stories make people care; they prompt action.
In this class, students will learn the art of strategic storytelling and the “science” of using public relations to tell stories across the digital landscape. To learn how to make audiences into believers, students will scrutinize how iconic brands and successful start-ups master storytelling. From framing the founder’s story to new product launches, to live experiences to establish the myth of your brand. Think Apple, Lego, Nike. In this course, you’ll learn how to tell stories to launch your company, become a thought leader, and attract adoring fans.
This work is fun, creative, and useful. Even if you never work as a digital marketer, the communication 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
- Become a master persuader.
- Create powerful messages.
- Build your personal brand story to become a thought leader.
- Go on a Brand Safari to observe how brands tell stories in the “wild.”
- Learn what to do (and not to do) in a crisis.
- Craft a strategic Public Relations plan .
- Understand how to think like a journalist to be successful in media relations.
- Explore how to use AI to enhance, not lead your storytelling.
Course outline
15 classes
Brands as Stories
How to use ancient storytelling principles to structure persuasive brand narratives.
Exploring the brand communication ecosystem and how stories flow through it.
Analyzing how the world’s most recognizable brands construct and maintain their stories.
Case study of a brand story in action.
PR is a key storytelling tool within the brand communication ecosystem.
Founder Stories & Personal Biographies
The core elements of impactful storytelling.
The strategic importance of founder’s stories for startups.
Techniques for crafting personal biographies that reflect business journeys.
Defining Your Audience & Competitor Communications Analysis
Identifying the “smart minority” — key stakeholders who become brand advocates.
Developing accurate target personas through genuine audience engagement.
Analyzing competitor narratives to identify gaps and opportunities.
Due: Your Personal Bio
Brand Positioning & Strategic Messaging
How mission, vision, and values influence brand strategy and storytelling.
Developing a consistent brand tone of voice.
Comparative analysis: How iconic brands like Coke and Pepsi position themselves.
Breaking down the elements of an effective brand message.
Exploring emotional storytelling and how brands tap into consumer feelings.
Case study: Doritos’ unconventional storytelling (“Doritos in Space”).
PR Strategic Planning
Differentiating between earned, owned, and paid media and their roles in PR.
PR strategies tailored for startups versus established brands.
Blueprinting a strategic PR plan, from insight to execution.
Due: Group Project Briefs
Field Trip: Brand Safari
How brands tell their stories in the wild.
Brand Safari Download. Making & Spreading News
Understanding the news landscape -- from mainstream media to TikTok.
Discovering what makes a story newsworthy.
Practical steps for startups to create and spread news effectively.
News release structure.
The role of executive quotes and how to write them without AI.
News release distribution.
Getting others to tell your story. Mastering the Pitch and Targeting (and defining) the Media
Techniques for pitching various types of news, from funding announcements to product launches.
Crafting angles that align with media interests and biases.
Identifying the most impactful channels and outlets for brand stories.
Due: Your Messages
Building Thought Leadership
Building thought leadership through owned content and unique viewpoints.
Identifying a niche.
Evaluating the effectiveness of thought leadership content.
Due: Your News Release
Storytellers for your Brand: How to work with Influencers + Creators
Navigating the $34 billion influencer market and what it means for brands.
Criteria for selecting the right influencers for brand campaigns.
Managing relationships and content to maximize impact and minimize risks.
Strategic Partnerships, Stunts & Events
Aligning partnerships and events with brand goals and narratives.
Why partnerships fail and how to avoid common pitfalls.
Leveraging events—both digital and in-person—to tell compelling stories.
Crisis Communications: Managing Messaging and Media
Frameworks for ethical crisis management and communication.
Best practices in preparing for and responding to crises.
Case studies examining real-world crisis communication successes and failures.
As seen on TV. How to shine in media interviews, podcasts, and public speaking.
Preparing for impactful public speaking engagements and job interviews.
Techniques to be memorable and engaging.
Final Project Presentations
Final Project Presentations
Final Project Presentations
Final Project Presentations.
Course materials
Books
Media
Prerequisites
While there are no formal course requirements, students will thrive with a desire to apply creativity to tell stories that influence behaviors and drive decisions and a curiosity about how brands communicate their mission, vision and values to constituents.
Furthermore, students should be aware of and interested in news stories covered in the digital and broadcast media.
Case studies, articles, corporate branding documents, and other supplemental materials will be shared in advance through Google Classroom, and are required reading for class.
Methodology
Interactive lectures, writing assignments, and creative storytelling exercises.
Mini case studies analyzing successful and failed brand storytelling strategies.
Final project: With a group, develop and present a strategic PR campaign for a startup or emerging brand.
Most days, we’ll start with a case study, which we’ll discuss together.
Daily, you’ll have time to work with your groups on your final projects.
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 in the Digital Age
by Bonnie Rothman
Total hours
45 Hours
Dates
Apr 28 - May 16, 2025
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.