Terence Barry

In 2008 – after 15 years in the global automotive industry – Terence Barry had some questions. He had been involved in the brand development of four successful car companies: BMW, MINI, Rolls-Royce and Bentley, and had been using stories as a core part of the marketing and advertising mix throughout his career. But he wanted to know why these stories were so much more successful in connecting emotionally with his audience. Why did they help change beliefs and behaviours more quickly than facts and statistics? And why did they live on in the minds of the audience long after the initial experience had faded away?

To answer these questions, Terence set off on a four-year story quest that took him from writers rooms in Hollywood, to film festivals in Romania, and eventually the set of Game of Thrones in his native Belfast, Northern Ireland. Along the way, he identified and codified the ‘secret’ structure that lies below the surface of all great stories.

Today, through his consultancy, BRAND-and-STORY, he helps corporations discover, develop and present the stories that build a stronger, more resonant brand. Through workshops, guided learning and one-on-one coaching, Terence and his colleagues help senior executives find their ‘voice’ and become confident in delivering information in a way that inspires employees, reassures investors and engages customers.