Fundamentals of Brand Storytelling | UNB

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College of Extended Learning

Fundamentals of Brand Storytelling: So, What’s Your Story?

Close-up of a typwriter with words

CMPW 8077

When it comes to brands, the best story wins!

Group discounts available (see below for details)

Everyone is talking about "storytelling" in the marketing world but few know how to do it properly.

Brand storytelling is the most effective way to connect with your consumer. It involves the many types of stories you tell your audience. It’s what helps you appeal to the emotions of your customers and prospects.

This 1-day seminar will teach you about the power of storytelling and how it can shape beliefs and behavior. You will:

  • Learn about the power of myths and the archetypes of stories that permeate all cultures and shape the way we communicate
  • Understand how stories can motivate and engage people
  • Discover how to put these storytelling principles into action in your own businesses or organizations

Major brands such as Disney, Apple & Amazon have become industry icons because of their affinity for storytelling. If you rely solely on offers, you will become just another “ordinary” brand that isn’t able to differentiate itself from the others. You must stand out!


Dates: TBD
Time: 8:30 a.m. - 4:30 p.m.
Location: Online
Fee: $425 +HST $395 +HST

Group Discount: Send 3 or more participants from your company and receive a 10% discount. Contact an account manager for more information.

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Who should attend?

Any professional currently working in marketing or PR, organizational leaders, startup founders and others who are interested in harnessing the power of storytelling to shape customer behavior and influence their brand. This would include people working in management, corporate and agency marketing and public relations roles as well as leaders of not-for-profits and government leaders and communications professionals.


Allan Gates is the co-founder and partner at Bonfire Communications Inc., a New Brunswick-based integrated communications agency with a focus on brand storytelling. He is also a co-founder of Huddle, a business news web site focused on New Brunswick and the East Coast.

Allan is an agency veteran, having held senior positions at a number of agencies including REDGATE (Saint John), Colour (Saint John and Halifax), SHIFT Communications (Boston), and Extreme Group (Halifax).

Allan has also taught marketing in the Faculty of Business at the University of New Brunswick Saint John and in the Faculty of Public Relations at Mount Saint Vincent University.

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