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Brand Intermediate

Emotional Storytelling for Brands

Replace benefit bullets with emotional architecture — the messaging that sticks to memory and drives word of mouth.

4.8 (560 reviews) 3,800 enrolled 13h of content

About this course

Narrative structures behind brands people talk about. Loss framing, identity arcs, memory science.

What you'll learn

  • Rewrite your homepage narrative with loss framing
  • Design a single-archetype tone guide
  • Write messaging that survives the week-memory test

Who this is for

  • Brand and content leads
  • Founders rewriting landing pages
  • Copywriters moving to narrative

Prerequisites

  • Familiarity with your own brand voice.

Curriculum

4 modules · 12 lessons · 3 hours total

01

Narrative Structures That Convert

3 lessons · 39 min

Stories buyers remember.

  • Problem-Insight-Promise Preview 13m
  • Before-After-Bridge Reframed 12m
  • The Hero's Journey Applied to SaaS 14m
02

Loss Framing in Messaging

3 lessons · 39 min

Why "don't lose" beats "gain".

  • The Asymmetry of Loss and Gain Preview 12m
  • Loss Framing Without Fear-Mongering 13m
  • Testing Gain vs Loss Headlines 14m
03

Memory and Sticky Messaging

3 lessons · 36 min

Science of what people remember a week later.

  • The Memory Advantages of Story 13m
  • Concrete Imagery and Encoding 11m
  • The Peak-End Rule in Product Stories 12m
04

Brand Archetypes as Behavioral Tools

3 lessons · 39 min

Archetypes as constraint, not costume.

  • Twelve Archetypes, Three You Need 13m
  • Archetype-Driven Tone Guidelines 12m
  • A Brand Story Audit 14m

Your instructor

JO

Julian Ortiz

Behavioral Storyteller

🎓 MA Narrative Theory, Stanford

Julian works with founders and marketing teams on the emotional architecture of their messaging — turning benefit lists into loss-framed, memory-sticky stories.