QCast

Topic: Practical Storytelling

In Practical Storytelling, brand consultant Tom Neveril explains how storytelling has helped him uncover, shape and present user-friendly strategic thinking.  He begins by identifying the four fundamental elements shared by all compelling stories.  Then, with numerous examples and anecdotes, he explains how this knowledge can be applied to qualitative research in a way that inspires and motivates action.

Speaker: Tom Neveril

Tom Neveril is a Los Angeles-based writer and consultant. He is the founder and president of Storybrand Consulting, established in 2001.  Early in his career, he landed in Hollywood as a freelance story analyst and film development executive.  He later transitioned to advertising, spending 6 years in Brand Planning roles at national agencies; DMB&B, RPA and DDB.  He has developed strategy for Gateway, Honda, Wells Fargo, Nestle, and dozens of other organizations.  He has spoken to organizations including the Advertising Club of Los Angeles, and the Marketing Research Association.  His articles and letters have appeared in publications including Quirk’s Marketing Research Review, AdAge and Adweek.