This course, with illustrative graphics and animations for an immersive experience, addresses the biggest challenge in marketing: how can I pull people towards my brand by creating that visceral feel of 'I really want and need this brand in my life'?

It's very difficult. But entirely possible.

In my 20-year career spanning insights, branding and communication, and working with Fortune 500 and emerging brands in various global markets, I learned that consumer purchase decisions are never swayed solely with info on tech, quality and performance. Never. Ever.

Brands win by psychologically ‘framing’ the product and brand experience, brands win by touching people emotionally.

In this course I am sharing two decades worth of experience accumulated via hundreds of projects that I designed and led for leading brands from companies such as Unilever, Coca-Cola, Adidas, Ford, L'Oreal, Tencent, Bacardi, Colgate, Mattel, and many others.

With this program, you can save yourself the expense of one (or even several) university degrees in advanced insights techniques and branding & communication psychology - the knowledge, examples and inspiration you gain here has been distilled to the essence of what really matters at each critical step, drawing from numerous real life business cases and market & branding success stories.

This course is divided into 4 sections:

  • Important overview of how brands often fail to connect with fundamental emotional needs.

  • Specific kind of customer insights you need for crafting a brand narrative that commands powerful emotional impact, making it feel personally relevant to people's lives.

  • How to actually apply insights: with examples from my experience, we'll construct a sharp articulation angle for a Brand Narrative to elicit a specific emotional reaction in the customer.

  • Taking brand narrative into persuasive creative communication: using dramatic storytelling, we craft a story that captivates emotionally. We define the Role of the Brand in that story, and we explore creative ways of marketing the story to create loyal fans and comitted customers.

What Will I Learn?

You will understand what kind insights you need to obtain to understand customers' emotional needs, how to apply those insights to crafting brand communication messages by paying attention to critical angles, articulations and the actual story that needs to be told. You will become a much more effective brand storyteller, by knowing how story works and how to use that knowledge for brand communication.


Why Brands Fail
What People Really Need (is not always what they say they want)
Insights: Emotional Frames & Psycho-dynamic Relationships
Insights: The Impact of People's Own Narratives on Navigating their Lives
Creating a Sharp Thematic Angle for a Compelling Brand Experience
Protecting Brand Narrative Consistency in the Celeb & Influencer Age
Deploying the Psychological Power of Dramatic Brand Storytelling
Creating an Irresistible Story for an Irresistible Brand Experience
Growing a Fanbase who turn into loyal Customers via the Brand's ‘Must See’ Story

Skills Covered



No particular requirement, only one overriding goal: a determination to become a brand story & communication specialist who is a master in tapping into people's emotional needs.

About The Instructor

Holger E. Metzger
Holger E. Metzger


Hi, I'm Holger!

20 years have passed since I founded an Insights and Branding Agency in Shanghai, helping global and local brands to gain and expand a strong foothold in one of the most exciting, mindblowing and challenging markets on the planet, while working with brand teams in India, Europe and North America, including Coca-Cola, Unilever, Adidas, Ford, Tencent and many others.

Along the way I continuously sharpened important skills that helped me better understand what drives people, and how to apply such insights to the creation of compelling brand narratives that activate an emotionally relevant experience in customers.

I love exploring emotions, perceptions and behavior via intelligent application of cognitive and behavioral psychology techniques. Over the years I have developed, introduced and adapted to specific markets a number of innovative approaches to decoding customers' subliminal decision-making processes.

On the creative side, I am an avid storyteller, screenwriter and filmmaker who loves to create original stories for branded entertainment TV / streaming shows and graphic novels in the US, Taiwan and China.

My teaching is practical, with examples from my own experience, and I'd like to invite you to reach out at any time if you have any specific questions.

Enjoy the class!