Language not only helps us to articulate our identity but it also informs that identity. Brands seek to create and promote identities that will relate to their target markets. Hence, brands should know how to mold language in the expression of these identities.
The ability to communicate freely in a language emancipates the mind and triggers the imagination. There is power in being able to express yourself and clearly craft a message that will command and retain attention.
Throughout our history, songs and stories have been used as communication tools. Brands should learn from these inherited art forms and leverage existing brand stories or create new ones. Songs and stories use language to grab attention, keep interest and move people. The very things that advertising seeks to do.
In this workshop you will be introduced to the ways in which language can be used as a source of identity and learn how you can use language to craft, define and articulate your brand identity. You will travel through time in an exploration of stories that will lead you back to the present and guide you in creating stories for your own brands.
The workshop • Offers an understanding of how language operates as a source of identity • Uses songs and stories to illustrate the freedom which comes from the ability to use a language well • Provides insights into how you can create stories for brands • Explores the concept of stories within advertising • Suggests ways of using African wisdoms to reach out to a target audience and using these African wisdoms and adapting them to modern contemporary rhythms.
Who should attend? Brand managers, marketing managers, copywriters and communication specialists.
Workshop facilitator Gcina Mhlophe comes from a theatrical, writing and broadcasting background as a poet, playwright, performer and storyteller. She has been writing and performing for more than 20 years. She sees language not only as a source o identity but also as a source of strength. She is interested in drawing a link between this attribute of language and the communication sector. Gcina Mhlophe has received the Josef Jefferson Award in Chicago, OBBIE in New York and numerous awards from BBC Africa Service for Radio Drama. Gcina Mhlophe has an Honorary Doctorate from the London Open University as well as the University of Natal.
Day One: Date: 3 May 2005 Day: Tuesday Time: 09h30-13h30
Investment: R1 875.00
Please contact Noli Xate on (011) 883 0130 or to book.
Editorial contact Vega, The Brand Communications School Shevon Cook +27 11 883 0130