Writing screenplays for brands

John Griffiths, who runs Above and Beyond, a planning consultancy, argues that the brand persona is dynamic and that conventional ways of describing it are unsuitable for today's communication mix.

Writing Screenplays for Brands

John Griffiths

This article describes a new method for developing brands using Hollywood screenplay writing techniques. It overcomes many of the drawbacks in conventional brand development methodologies. But it will also prove...