The Best Story Wins!
Cannes Lions 17 – 19 June
Your story about yourself and your creative company―how it resonates in the public heart and mind―is your most valuable competitive advantage. Yet, few creative professionals really know how brand meaning works, how to manage it, and how to use brand meaning strategically.
Created by the founder of The Hero’ s Journey, Peter de Kuster this groundbreaking seminar provides the illusive and compelling answer. Using stories of rolemodels drawn from the experiences of Fendi, Chanel, Gucci and other powerhouse brands, Peter shows that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.
The seminar provides tools and strategies to:
• Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand
• Harness the power of the archetype to align corporate strategy to sustain competitive advantage
Join us for a truly transformational vacation for the mind.
You can have a preview of The Best Story Wins! on a special website here
The price of this three day storytelling seminar is Euro 2850 excluding VAT per person
You can reach Peter for questions about dates and the program by mailing him at firstname.lastname@example.org
You can reach Peter for a skype meeting about questions you have by mailing him at email@example.com
09.40 Tea & Coffee on arrival
10.00 Morning Session
13.00 Lunch Break
14.00 Afternoon Session
Read on for a detailed breakdown of The Best Story Wins! itinerary.
What Can I Expect?
Here’s an outline of The Best Story Wins! journey.
PART I STORIES: A SYSTEM FOR THE MANAGEMENT OF MEANING
- The First System – Ever – for the Management of Meaning
- Archetypes: The Heartbeat of Powerful Brands
- Postmodern Marketing
PART II THE YEARNING FOR PARADISE: DREAMER, DISCOVERER, SAGE
- The Dreamer
- The Discoverer
- The Sage
PART III LEAVING A THUMBPRINT ON THE WORLD: HEROINE, OUTLAW, MAGICIAN
- The Heroine
- The Outlaw
- The Magician
PART IV NO WOMAN IS AN ISLAND: REGULAR GAL, LOVER, COMMEDIANT
- The Regular Gal
- The Lover
- The Commediant
PART V PROVIDING STRUCTURE TO THE WORLD: CAREGIVER, CREATOR, MASTER
- The Caregiver
- The Creator
- The Master
PART VI FINDING TRUE NORTH: POSITIONING YOUR ARCHETYPAL BRAND
- Authenticity: Uncovering the Archetypal Meaning of your Brand
- Telling your Brand Story
- The Heroine’s Journey example story
PART VII DEEPER WATERS
- May the Force Be With You: Capturing Category Essence
- Story Inside, Story Outside Congruence
- Leaving a Legacy. Ethics of Storytelling
About Peter de Kuster
Peter de Kuster is the founder of The Heroine’ s Journey & The Hero’s Journey
Peter is founder of the Heroine’s Journey and Hero’s Journey project where worldwide thousands of professionals shared their story of making money doing what you love. He wrote 50+ books. Peter has an MBA in Marketing, MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.
You can contact Peter at firstname.lastname@example.org