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Literature skills for brand storytelling
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Module 2
The Three-Act Structure in Branding
1
Act I: Setup & Inciting Incident
Describe the purpose and characteristics of Act I (The Setup), including the inciting incident.
2
Act II: The Confrontation and Midpoint
Explain the function of Act II (The Confrontation), including rising action and the midpoint.
3
Act III: Climax and Denouement
Describe the components of Act III (The Resolution), including the climax and denouement.
4
Deconstructing Ads with the Three-Act Structure
Analyze a brand advertisement or campaign using the three-act structure.
5
The Three-Act Customer Journey
Map a customer's problem-solution journey onto the three-act structure.
Previous module
Foundations of Narrative for Branding
Next module
Developing Compelling Characters