Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

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This presentation outlines why storytelling is critical in modern day marketing; leading into the role and power of digital in the communications mix, and then how to use digital to its full advantage when telling brand stories. At all times those listening to the story are critical to what we say, how we say it and where we say it - therefore the importance of being relevant to both the brand and the audience are critical factors in the success of the story.

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Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

  1. 1. @davecrawford David Crawford – Managing Director @davecrawford
  2. 2. @davecrawford The power of brand storytelling in the digital age @davecrawford
  3. 3. @davecrawford What is the last brand message you remember? And where did you see it?
  4. 4. @davecrawford “The challenge is no longer awareness, but engagement” Jim Stengel, Former Global Marketing Officer, Procter & Gamble @davecrawford
  5. 5. @davecrawford “The challenge is no longer awareness, but engagement” Jim Stengel, Former Global Marketing Officer, Procter & Gamble @davecrawford
  6. 6. @davecrawford Why is that? Information overload
  7. 7. @davecrawford@davecrawford
  8. 8. @davecrawford What earns the right for you?
  9. 9. @davecrawford What earns the right for you?
  10. 10. @davecrawford “What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.” - Jim Stengel, Former Global Marketing Officer of Procter & Gamble @davecrawford
  11. 11. @davecrawford “What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.” - Jim Stengel, Former Global Marketing Officer of Procter & Gamble @davecrawford
  12. 12. @davecrawford Relevance @davecrawford Brand Audience
  13. 13. @davecrawford Relevance is relative
  14. 14. @davecrawford Relevance Engagement Storytelling Personalisation @davecrawford
  15. 15. @davecrawford Personal data Browser history Onsite behaviour Conversion historyUser preferences
  16. 16. @davecrawford But… The power of personalisation is not about technology @davecrawford
  17. 17. @davecrawford Personalisation @davecrawford Brand Audience Technology InsightCommitment
  18. 18. @davecrawford What is the last brand message you remember? And where did you see it?
  19. 19. @davecrawford Thank you! @davecrawford david@branded3.com

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