How This Hollywood Screenwriter Became A ‘Brand Narrative Guy’

“My definition of a good story is information wrapped in emotion,” said Richard Krevolin, whose storytelling career involved a plot twist of its very own. Tune in to this week’s radio episode of Marketing Superstars for the details.

From writing Hollywood films to shaping powerful brand narratives, author Richard Krevolin certainly knows how to craft a good story.

While Krevolin was a screenwriting professor at USC, dinner with the CMO of Unilever’s hair-care division turned into a trip around the world and the discovery of a newfound passion. His task: to aid Unilever’s marketing team in telling authentic stories about women’s hair-care problems in 30-second TV spots. That assignment changed the direction of his career.

Krevolin recently published a book detailing his storytelling tactics, titled “The Hook: How to Share Your Brand’s Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success.” He champions a simple formula that ensures a brand’s story aligns with its DNA and elicits the right emotional response from consumers.

“My definition of a good story is information wrapped in emotion,” Krevolin said.

Other highlights from this week’s episode of Marketing Superstars include:

• Defining your brand’s DNA (6:30)
• Translating brand DNA to the digital sphere (13:30)
• Creating emotional connections (16:00)
• Fostering a culture of inclusion (18:48)

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