Leveraging Tensions to Build Brand Narratives

Leveraging Tensions to Build Brand Narratives


One of the most effective ways to jumpstart the creative process and get to big ideas quickly, is by leveraging creative tensions; by using polarities to spark story. Wherever you find opposing energies, you’ll find conflict. And where you find conflict, you find the rudiments of narrative.

These tensions can come from anywhere. The tension can come from culture (the national obsession with fast food versus the obsession with being thin). Or it can come from the client’s business category (in auto, it could be horsepower versus the environment).

When a strategy or a campaign is built on top of one of these tensions, great work fairly bursts out of it because there’s a natural energy at these points of stress that make them lively birthplaces for ideas of force and substance.

Join Luke Sullivan on August 30th, at 11 AM ET, when as he shows how to use the principles of conflict to create everything from a campaign to entire new business presentations. Participants will leave the session with a powerful new tool they can use to create more ideas, better ideas, and to get to them faster.


Tuesday, August 30th at 11AM ET

Who Should Attend:

  • Creatives from in-house and advertising agencies
  • Marketing and sales team members
  • Anyone who produces content for a living
  • Storytellers

Key Takeaways:

  • All drama involves conflict. Without conflict, there is no story.
  • Creativity happens in response to a problem. But most briefs are written as solutions.
  • Not showing a product benefit is often more interesting than showing it.
  • How the human brain is wired to notice conflict.
  • Conflict can be as big as good versus evil or Crest versus cavities.
  • The product or category doesn’t have any obvious conflicts, make one up.

Meet the Presenter: Luke Sullivan

After 32 years in the ad business at elite agencies like The Martin Agency and Fallon, Sullivan was for ten years a professor of advertising. He’s now available as a consultant, trainer, and keynote speaker.

Luke is the author of the popular advertising book ‘Hey Whipple, Squeeze This: A Guide to Creating Great Advertising’, and the blog heywhipple.com. His new book ‘Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic’, he describes as “like ‘The Shining’…only funnier.”