At the University of São Paulo (USP), the “Luiz de Queiroz” Superior School of Agriculture offers an online and free course called “Storytelling that Sells: How to Turn Products into Desire”. With 8,000 places available, the course is aimed at students and professionals in fields such as Design, Marketing, Branding, Communication, and Business who wish to enhance their skills in product creation and positioning.
Target Audience and Access
Entirely virtual in nature, the course can be accessed by anyone in the country who has internet and a compatible device. It is important for participants to be motivated by the theme and willing to engage in the proposed activities throughout the course.
Program Contents
The training is divided into two main classes:
- CLASS 1 – How connecting brands are born:
- Exploration of the concept of storytelling applied to products and its effectiveness.
- Analysis of how the human brain processes narratives and emotions.
- Creative exercises to cultivate an innovative perspective.
- Understanding brand archetypes and their relevance.
- Differentiation between product characteristics and the strength of the narrative.
- Investigation of consumer behavior regarding belonging and identification.
- Study of cases, including collaborations with Chilli Beans.
- CLASS 2 – Building the product narrative:
- Development of a product story based on the provided brief.
- Strategies aimed at differentiation and value creation.
- Concepts of emotional connection with different target audiences.
- Application of storytelling at digital and physical touchpoints.
- Identification of common mistakes that affect perception and desire for the product.
- Practical examples of projects developed for Chilli Beans.
Registrations and Certification
Registrations are open until August 10, 2026, and can be made through the official course website. Live classes will take place between August 4 and August 11, 2026, on Tuesdays, from 7 PM to 10 PM. Upon completing the training, participants will receive a free certificate.