Storytelling
that sells
How to turn products into desire
A 100% free, online mini-course from MBA USP/Esalq — earn certification from the University of São Paulo, the best university in Latin America.
Everything you need to know
Two live classes, recordings on the platform, and a certificate issued by USP/Esalq.
Why is this course important?
In a market saturated with similar products, what sets a brand apart is the story it tells. Knowing how to build a compelling product narrative is today one of the most valued skills in design, marketing, branding, and management.
Consumers reward brands that deliver trust, personalization, and convenience — seeking value far beyond price.
Brazilians surveyed show that trust is a direct lever for retention, price, and competitiveness — a decisive factor at purchase.
Of consumers will seek offline brand experiences. Human, authentic narrative is the main differentiator against AI.
This is your chance to develop that perspective with the endorsement of the
most renowned university in Latin America
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: from creative direction and global trend research to brand licensing and corporate sales (B2B).
Master the art of turning products into objects of desire!
In this 100% free mini course, you will learn how to craft compelling product narratives that create genuine emotional connections with consumers. By combining the fundamentals of storytelling with practical strategies for branding, visual identity, and product launches, you will discover how to make your products stand out.
Explore how iconic brands like Chilli Beans use archetypes, reference-driven research, and strategic creativity to transform ordinary products into unforgettable brands. Learn the difference between simply describing features and telling stories that inspire, engage, and sell.
By the end of the course, you will be ready to apply these techniques to your own products and projects. Enroll now and earn your free USP certificate!
This course is for you if…
MBX Academic
Study with flexibility and at your own pace, on the web or through the app. On the MBX Academic platform, you can:
About USP/Esalq
Founded in 1934, the University of São Paulo brings together traditional schools such as Esalq (Luiz de Queiroz College of Agriculture), established in 1901. More than nine decades of history support its scientific output and prestige.
Source: Center for World University Rankings (CWUR), 2026.
The USP/Esalq MBA programs are lato sensu graduate programs, 100% online with live classes, coordinated by the USP/Esalq faculty and carrying a USP certificate.
USP/Esalq delivers a course that combines the university’s academic rigor with the real-world experience of an iconic retail brand, brought into the classroom by someone who shapes consumer desire at major brands.