Brand storytelling as a customer journey story

A great product or service is no longer sufficient to stand out and win customer loyalty in today’s crowded, noisy marketplace. If you want to stand out and thrive, you need to create an emotionally compelling brand story. Your first step is to understand what a brand story truly is, and is not. (Hint: Don’t be misled by the word “story.”)

Bridgette will make the case for brand stories as a critical asset, explaining where millennials fit into the picture. By sharing examples from three ground-breaking brands including TOMS shoes, Warby Parker and Red Bull, Bridgette will bring to life the real value of powerful brand stories. More important, she will connect the arc of those brand examples to the customer journey, illustrating who the real star (or hero) is in each. Armed with these insights, you’ll be empowered to take up your brand story with energy, focus and optimism.

In this session, you will learn:

  • What brand stories are, and what they are not.
  • What millennials have to do with the rise of brand storytelling.
  • Who the real “star” is in your brand story.
  • How you build a brand story arc that mirrors your customer journey.

Career LevelBusiness leader
Date and Time: Tuesday, 13 June, 3:30–4:30 p.m.

Unknown-13Presenter / Bridgette Chambers / Ohio, U.S., is a serial entrepreneur, growth strategist and award-winning turnaround CEO who is now focused on leading marketing communication innovation. She is a keynote speaker and frequent panel guest with experience across the globe motivating business and academic audiences large and small, and holds an MBA. She is the author of Profitable Problem Solving™ and she has shared the stage with Colin Powell, Seth Godin, Lisa Leslie, Michael Eisner and other notable personal brands.