Brand Storytelling - 2016 - Washington, D.C.

The Westin Georgetown, Washington D.C.
2350 M Street N.W. Washington, D.C. 20037
11/2/2016 8:30 AM - 11/3/2016 4:30 PM
Register before 10/6/2016 12:00 AM for early registration fee

Grow Your Business Through the Power of Story

In this two-day seminar, you'll learn how to grow your business exponentially by leveraging the universal power of storytelling to guide your brand, lead your team and connect with customers like never before. You will benefit from an immersive workshop experience that will help you re-ignite the one true superpower we all possess – storytelling – to craft and tell compelling stories that sell.


Park Howell on the Business of Story;

Two Days Will Deliver Six Business Growth Outcomes:

  1. Grow your product or service offering as you clearly define its position, promise, personality and purpose by creating a brand story strategy that aligns with your mission and resonates with your audiences: customers, donors, supporters, investors, employees and vendors
  2. Grow team camaraderie as you build consensus around the foundational brand narrative everyone can live into and prosper from
  3. Grow your customer base by connecting their personal journeys with your brand story to be instantly relevant, useful and empowering
  4. Grow sales volume and ritualistic use of your offering by serializing your brand story through your sales programs, advertising, content marketing and customer experience
  5. Grow your brand legend by providing all of your audiences with story elements to ignite your word of mouth marketing as they become brand evangelists
  6. Grow as a business leader by knowing how to share your origin/founder story that inspires people about your vision, mission, values and purpose.


  • Why storytelling is your key to gaining brand attention and relevancy with your customers
  • How to craft a narrative that deeply connects with your audiences
  • How to create an authentic brand story that articulates your unique and relevant position, promise, personality and purpose in the market
  • How to present shared values in storytelling that drive business results
  • How to tap your innate superpower of storytelling to reach business and marketing goals

See the Full Agenda>>​

Earn a Greater Return on Your Marketing Investment as You...

  • Lead more effective marketing across all channels
  • Create more consistent messaging
  • Capitalize on consumer trends
  • Enjoy heightened brand relevancy
  • Increase your customer interaction 
  • Improve brand loyalty and retention
  • Inspire employee engagement
  • Build leadership consensus around your brand story


"Park did a fantastic job holding my attention for the entirety of the two-day session. He was easy to approach with questions and the material covered was as easy to grasp as it was enlightening."

"This was the single best AMA program I've attended, because of the terrific presenter Park Howell."


Although everyone will grow personally and professionally by attending this Business of Story workshop, emerging companies between $10 million and $50 million in annual revenue benefit the most. Why? Because they are typically more receptive to the new ways of story marketing. Innovative nonprofits have also taken great leaps forward when they tap into the Story Cycle process.

Are you one of these folks? 

  • Owner of dynamic professional services firms that seems like it owns you at the moment
  • B2B Brand strategist who still believes you’re selling to businesses
  • Content marketer who needs to humanize your features and benefits copy
  • Sales professional seeking to turn promotion into production
  • C-suite powerpoint pundit who must turn data into drama and move people to action
  • Nonprofit leader striving to profit from your communications
  • A business underdog wanting a leg up on your competition


Park Howell

President,  Park&Co

With more than 30 years of experience, Park Howell has helped companies and organizations experience epic growth through the power of story that defines their brands and connects with customers. He is the president of Park&Co, a Phoenix-based brand consultancy that has ignited the growth of purpose-driven clients for two decades. Park created and teaches his Business of Story curriculum in the Executive Master of Sustainability Leadership program at Arizona State University. 

Brand Storytelling – Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.  Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after October 19, 2016. A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email

Brand Storytelling Agenda

Day One

8:00 – 8:30 a.m. Registration and Continental 
​8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks) 

Power of Story

  • Introduction 
  • “Once Upon a Time” creative icebreaker
  • Why story is more important in business now than ever 
  • Exercise: Proof we’re meaning-making machines
  • Introduction of the And, But, Therefore (ABT) story template
  • Learn the Story Cycle process
  • Two case studies (Goodwill and Global Water)

Know Thyself

  • Exercise: Craft your personal origin/founder story
  • Exercise: Share your three-minute story with the class

Author Your Brand Story

  • Backstory: Position statement
  • Heroes: Top three audiences
  • Stakes: Goal setting
  • Call to Adventure: Unique value proposition
  • Antagonists: Swift SWOT analysis
  • Mentor: Brand personality
  • Journey: Customer engagement
  • Success: Brand statement
  • Moral: Brand ideal
  • Ritual: Brand evangelists
  • Case study: (Patagonia)
  • Exercise: Outline your brand story

Day Two

8:00 – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 4:30 p.m. Program (includes lunch, morning and afternoon breaks) 

Understand Your Audiences

  • Review ABT and the Story Cycle 
  • Exercise: Connect your personal and brand stories
  • Craft audience personas
  • Exercise: Create an audience persona
  • Understand your customer’s story
  • Empathy building
  • Meet audiences where they are
  • Celebrate shared values
  • Case study: (Rainforest Alliance)

Moving People to Action through Story

  • Storied presentations
  • Start with the end
  • Narrative outline
  • Visual storytelling
  • Storyboarding
  • Case studies: (Steve Jobs and Red Bull)
  • Exercise: Create your epic brand story
  • Resource library


Registration is not available at this time.

Training Series Location

The Westin Georgetown, Washington D.C.​
2350 M Street N.W. 
Washington, DC, 20037
Phone: +1.202.429.0100

Room Rates: $339.00 Single occupancy 

(plus applicable state and local taxes, currently 14.5%. Taxes and fees are subject to change without notice.) 

Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now​

Or call +1.800.228.3000 and reference American Marketing Association Brand Storytelling to make reservations. You must make your hotel reservations by October 10, 2016 and properly identify yourself to qualify for the special group rate (based on availability). After October 10, 2016, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card and deposit in the amount of (1) one night’s room & tax for each confirmed room will be due at time of booking. Cancellations made after 6:00 p.m. hotel time the day prior to arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee of $339.00. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services & Accommodations
Please visit The Westin Georgetown, Washington D.C. for a full list of services & features. 

Area Attractions & Events
Please visit Destination DC​ for additional city information.

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Live Experience Team, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

From Washington Dulles International Airport (IAD)
Follow Interstate 66 eastbound.
Continue on Interstate 66 for 40 minutes, then exit at Rosslyn.
Follow the signs to Key Bridge and turn right onto M Street.
At 28th Street, turn onto Pennsylvania Avenue.
Continue on Pennsylvania Avenue.
Turn left on 24th Street.
Continue on 24th Street, after two lights you will reach M Street.
The hotel will be on the right.

From East
Follow the signs to Washington D.C. and exit right on George Washington Memorial Parkway.
Exit left to the Memorial Bridge and stay in the left lane.
Exit on the Washington Memorial Circle.
Turn left onto 23rd Street Northwest.
Turn left on M Street.
The hotel will be on the left.

From Baltimore-Washington International Airport (BWI)
Follow the Baltimore Washington Parkway to Interstate 95 South.
Interstate 95 turns into Interstate 495 West/Silver Spring.
Exit Connecticut Avenue South.
Continue on Connecticut Avenue for 20-30 minutes to M Street.
Turn right on M Street.
The hotel will be on the left.

From Ronald Reagan Washington National Airport (DCA)
Follow the signs to Washington D.C.
Take the ramp onto the George Washington Memorial Parkway.
Take the exit on the left to U.S. Route 50.
Keep left at the fork toward Arlington Memorial Bridge.
Turn right at Arlington Memorial Bridge and continue on to Lincoln Memorial Circle.
Turn left at 23rd Street.
At Washington Circle, take the third exit onto New Hampshire Avenue.
Bear left onto 22nd Street.
Turn left on M Street.
The hotel will be on the left.

From West
Follow Interstate 66 East to Washington D.C. and exit at Rossyln.
Follow the signs to the Key Bridge.
Cross the Key Bridge.
Turn right onto M Street.
At 28th Street, M Street turns in to Pennsylvania Avenue.
Continue on Pennsylvania Avenue.
Turn left at 24th Street and continue for two blocks.
The hotel will be on the right.

From South
Follow Interstate 95 to Interstate 395.
Exit Arlington Cemetery and Memorial Bridge.
Cross the bridge in the center lane. 
Turn left off the bridge and another left at the first street (left is the only way you can turn).
Cross Constitution Avenue and continue on 23rd Street past the State Department and the George Washington Hospital.
Enter the George Washington Circle.
Exit at New Hampshire Avenue.
Bear left onto 22nd Street and turn left onto M Street.
The hotel will be on the left.

From North
Follow Interstate 95 South.
After leaving the Baltimore Tunnel, heading south, take the Baltimore Washington Parkway.
Exit on New York Avenue and continue on New York Avenue across the city going west.
Bear right onto Massachusetts Avenue.
Follow around Thomas Circle and exit onto M Street.
Continue straight on M Street for about 10 blocks.
Turn left on 24th Street.
The hotel will be on the left.


Taxicabs are readily available at the DC area airports.
Fares are approximately:
DCA - $20.00-$25.00 one-way
IAD - $60.00-$65.00 one-way
BWI - $70.00 one-way

Shuttle Service
SuperShuttle provides transportation to & from the DC area airports. Please call
SuperShuttle at 
+1.800.BLUEVAN (258.3826) to make reservations. 
Rates are approximately:
DCA - $14.00 one-way 
IAD - $29.00 one-way
BWI - $37.00 one-way
Please try to make reservations 24-hours prior to your trip. Rates are subject to change without notice.

Washington Metropolitan Mass Transit Authority (WMATA)
From Ronald Reagan Washington National Airport (DCA)
To reach the hotel by metro, take the blue line towards Largo Town Center and exit at Foggy Bottom. The hotel is located on the corner of 24th and M Street. Travel time is approximately 20 minutes. For more information on hours, fares, and routes please visit Washington Metropolitan Area Transit Authority.

From Washington Dulles International Airport (IAD)
To reach the hotel by metro, first take the Washington Flyer Shuttle from the airport to the Wiehle/Reston East Station. The shuttle takes about 10 minutes and costs $5.00 one-way or $10.00 round trip. From the Wiehle/Reston East Station, take the Silver line towards Largo Town Center and exit at the Foggy Bottom Station. Travel time on the Metro is approximately 37 minutes and the ‘peak fare’ is $6.90 cash/farecard and $5.90 SmarTrip fare.
‘Off-peak’ fare is $4.60 cash/farecard and $3.60 SmarTrip fare. The hotel is located on the corner of 24th and M Street. For more information, visit Washington Flyer Shuttle and the WMATA.

From Baltimore-Washington International Airport (BWI)
BWI Express Metro bus service between BWI and the Greenbelt metro station is available. The BWI Express/B30 service runs every 40 minutes, 7 days a week to the Greenbelt Metro Station, which is located on the Green Line of the Washington Metro System. Buses run 25 times each weekday and 21 times on Saturdays and Sunday, every 40 minutes.
For more information, call +1.202.637.7000 or visit WMATA. Total trip time is approximately 1hr 30 minutes to 2 hours depending on time of day.

Parking at the Hotel 
Self-parking is available at the hotel for $41.00 per day. Valet parking is available for $48.00 per day. Rates are subject to change without notice.

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