The power of stories is mainly defined and fundamentally influenced by conflicts. Conflicts are the driving forces of stories. It's that simple: No conflict – no story.
The session is about the creation and cultivation of conflicts for brands. After a short introduction into the world of brand conflicts including a case study, participants will be split up into small groups and apply an innovative tool called Brand Conflict Framework. The framework includes aspects such as conflict types, semantic spaces for conflicts, set of emotions, conflict barometer etc. This approach reframes branding and provides a new perspective on how to define and articulate a brand. Working with this framework, the groups will create systematically vivid conflict scenarios for given brands. Finally, the groups will pitch their concepts in order to share their thinking with all groups.
What’s the key take away? Participants will learn how to work systematically with the concept of conflicts in the marketing environment. Participants will also get a better understanding of how conflicts might be valuable for brands.
