Storytelling

The Three-Act Structure: Storytelling for Brands and Organisations

Branding (category), Communication (category), External Communication (category)

The three-act structure – setup, confrontation and resolution – is the backbone of most stories, from films to brand campaigns. This article explains the structure and how to use it in corporate storytelling.

Ethos, Pathos and Logos: Aristotle’s Modes of Persuasion

Advertising (category), Communication (category), External Communication (category)

Aristotle’s three modes of persuasion – ethos, pathos and logos – still form the basis for persuasive speeches, press statements, corporate storytelling and advertising.