Musical theater creates unforgettable moments that drive stories home for audiences. Songwriters know how to distill messages in to forms that are memorable and engaging. How can these unique techniques from Broadway be applied to shift the narrative in marketing campaigns?

This session will explore three tried-and-true story hacks found in musical theater that have been shifting narratives for generations and how they can be used to help brands construct compelling stories for their products and services. You will learn how to tell a story that establishes and defines your product or service, unifies your customers, and protects your product's and team's momentum and morale when facing set-backs.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.