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.

1. @davecrawford
David Crawford – Managing Director
@davecrawford

2. @davecrawford
The power of brand
storytelling in the
digital age
@davecrawford

3. @davecrawford
What is the last brand
message you remember?
And where did you see it?

4. @davecrawford
“The challenge is no longer
awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
@davecrawford

5. @davecrawford
“The challenge is no longer
awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
@davecrawford

6. @davecrawford
Why is that? Information overload

7. @davecrawford@davecrawford

8. @davecrawford
What earns the right for you?

9. @davecrawford
What earns the right for you?

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. @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. @davecrawford
Relevance
@davecrawford
Brand Audience

13. @davecrawford
Relevance is relative

14. @davecrawford
Relevance
Engagement
Storytelling
Personalisation
@davecrawford

15. @davecrawford
Personal
data
Browser
history
Onsite
behaviour
Conversion
historyUser
preferences

16. @davecrawford
But…
The power of personalisation
is not about technology
@davecrawford

17. @davecrawford
Personalisation
@davecrawford
Brand Audience
Technology InsightCommitment

18. @davecrawford
What is the last brand
message you remember?
And where did you see it?

19. @davecrawford
Thank you!
@davecrawford david@branded3.com