1. Inferential Symbolism
What’s At the Heart?
Inferential Symbolism

2. You are an… WYD? What makes it tick?
Symbolism is used to express ideas and words.
You speak in symbols constantly.
You are an…
WYD?

3. What’s at the heart of it?
See that? It’s a heart.
What’s the
of your story?
It’s in the center.
It keeps everything
running; it’s the motor.
Dig to find it!
It stops, so does
everything else.

4. Burrow Through the Layers
Exercise is fun.
Weak!
Okay…
Exercise makes you healthy.
Better.
Exercise gives you energy.
Exercise can extend your life.
YAASS!

5. Burrow Through the Layers
We just got a team in Baltimore. What should we name it?
Baltimore has a lot of birds.
Weak!
Those birds are mean and fast.
Okay…
Edgar Allan Poe died here.
Better.
YAASS!
His most famous poem is “The Raven.”

6. Burrow Through the Layers
Mr. Bernhart’s example: Charlie the goldfish
The story’s about goldfish – let’s play a game!
Weak!
The goldfish died…
Okay…
Better.
It made him sad.
What I learned from his death.
YAASS!

7. Your brand is everything
To find the right symbol that is important to your cause.
Find the heart of your point.
Make it meaningful.
Make it relatable.
Make it yours.