The Ultimate Journey: The Art of Human Marketing and Storytelling for Brands
One of the hottest terms in the marketing world today is “storytelling”. Yet interestingly enough, even a lot of the biggest companies in the world confuse storytelling with a glamourised version of product knowledge. The result is a marketing model (and a generation of marketing communicators) rooted more in the 1980’s than the 2010’s.
This is interesting because experiments have shown that storytelling can add as many as 2600% to the value of a given product, particularly in an era where social and digital media plays such a pivotal role in how a brand or product is perceived.
According to author and retail professional Matthew Mendelsohn, truly great storytelling requires marketing communication professionals and leaders to open themselves to the world. The act of getting someone to know your brand and product is in fact a lot like getting to know a person, requiring them to share where they come from, the challenges and successes (and sometimes failures) they met along the road to getting their brand or product to where it is today and, in the case of the truly best storytellers, evoking stories from employees, guests or customers about how the brand or product affected their lives. Matthew calls this “Journey Storytelling” and in his newly released book, “The Ultimate Journey”, he talks about companies that have set the standard for great storytelling.
In this session, Matthew will:
Explain more about the concept of Journey Storytelling and the art of humanising and personalising a brand or product story
Give some practical technical tips on how to sharpen your written corporate communications and marketing copy.
The hope is that after this session, participants will look at their brands and products in an entirely new light and start to use great storytelling to create a compelling business advantage for your brand or product.
DETAILS:
Thursday, October 2, 2014
19:00 to 21:00 PM (SGT)
The Hub Singapore National Youth
Council Academy 113 Somerset Road Singapore,
Singapore 238165 Singapore
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