en-USFree Mini-Course on
Storytelling That Sells: How to Turn Products into Craving
Shortly
Master the art of turning products into desire!
In this 100% free mini course, you will learn to build product narratives that create genuine emotional connection with the consumer, combining storytelling fundamentals with practical tools for branding, visual identity, and launch planning.
Learn how iconic brands such as Chilli Beans use archetypes, reference research, and strategic creativity to turn simple products into objects of desire. Understand the difference between listing features and telling a story that sells, and finish the course ready to apply this knowledge in practice.
Secure your free USP certification now!
100% free
Online
Leave your interest
Fill in the details below to register your interest in the mini-course and receive your enrollment confirmation by email.
Enrollment
June 22 to August 10, 2026
Live Classes
August 4 and 11, 2026 (Tuesdays), from 7:00 p.m. to 10:00 p.m. (BRT, UTC–3)
Duration
2 weeks (the content will remain available for up to 30 days after the last class)
Certificate
Issued by USP/Esalq (upon participation and performance in the assessments)
Who is this course for?
- Product and branding designers who want to bring more narrative depth to their creations;
- Marketing managers and communication coordinators who work with brand positioning and launches;
- Entrepreneurs and brand founders who wish to elevate the perceived value of their portfolio;
- Social media managers who need to tell product stories in a strategic and engaging way;
- Candidates for the MBA USP/Esalq programs in Marketing, Sales Management, Business Management, and Project Management.
Course Coordination
Marcel Gignon Vieira
With more than 20 years of experience in the creative field, Marcel leads initiatives at Chilli Beans that combine innovative design and business expansion, ranging from creative direction and global trend research to brand licensing and corporate sales (B2B).
What you will learn
CLASS 1 – How brands that connect are born:
- What product-applied storytelling is and why it works
- How the brain processes narratives, emotions, and identification
- Creativity as practice: building a repertoire and developing the creative eye
- Brand archetypes and the construction of meaning
- The difference between features and narrative: what truly creates desire
- Consumer behavior: belonging, identification, and perceived value
- Chilli Beans cases and collabs as the building of narrative and desire
CLASS 2 – Building the Product Narrative:
- From brief to concept: how to extract the story of a product
- The power of being perceived: differentiation, presentation, and value building
- How to create connection and perceived value across different audiences
- Storytelling applied across different touchpoints (product, packaging, point of sale, and digital)
- How brands create emotional connections and identification
- Mistakes that sabotage perception, narrative, and desire
- Real cases and behind-the-scenes of projects developed for Chilli Beans
Why participate?
In a saturated market where brand storytelling is the key differentiator, consumers seek value beyond price, rewarding brands that deliver trust, personalization, and convenience (NielsenIQ, 2026). Data from the HSR (2026), based on a survey of 4,500 Brazilians, confirms that trust directly impacts customer retention, pricing power, and competitiveness, making it a decisive factor in purchasing decisions.
With the rise of automation and AI, authentic human storytelling is becoming the primary competitive differentiator. As a result, one-third of consumers are expected to seek sensory offline experiences that digital channels cannot replicate, reinforcing the need for engaging storytelling across every customer touchpoint (Forrester, 2026).
Knowing how to craft a compelling product narrative is now one of the most highly valued skills in design, marketing, branding, and project management.
- Learn from the Director of Design and New Business at Chilli Beans
- Build narratives that sell, mastering the tools of emotional storytelling and strategic branding;
- Receive a USP certificate, nationally recognized for its excellence;
- Connect with professionals and students from all over Brazil interested in product creation and positioning;
- Discover the MBA USP/Esalq program and take the first step toward advancing your career.
This is your chance to develop this strategic and creative perspective with the endorsement of the Latin America’s biggest university!
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