sitecore digital trendspot: the power of brand storytelling in the digital age - david crawford

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David Crawford – Managing Director

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The power of brand storytelling in the

digital age

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@davecrawford

What is the last brand message you remember? And where did you see it?

@davecrawford

“The challenge is no longer awareness, but engagement”

Jim Stengel, Former Global Marketing Officer, Procter & Gamble

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@davecrawford

“The challenge is no longer awareness, but engagement”

Jim Stengel, Former Global Marketing Officer, Procter & Gamble

@davecrawford

@davecrawford

Why is that? Information overload

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What earns the right for you?

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What earns the right for you?

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“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

@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

@davecrawford

Relevance

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Brand Audience

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Relevance is relative

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Relevance

Engagement

Storytelling

Personalisation

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@davecrawford

Personal data

Browser history

Onsite behaviour

Conversion history User

preferences

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But…

The power of personalisation is not about technology

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@davecrawford

Personalisation

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Brand Audience

Technology Insight Commitment

@davecrawford

What is the last brand message you remember? And where did you see it?

@davecrawford

Thank you! @davecrawford david@branded3.com