Brand Storytelling That Engages Consumers
Leveraging the four components of a brand story
The days of one-way mass marketing where the marketer rolls out a singular brand identity for the world to adopt are over. In 2004 - at the dawn of the rise of social media - Larry Light, Chief Marketing Officer of McDonald's International, noted that marketers need to understand "what happens to a brand in the world". As consumers work with social media to counter, alter, and contribute to a company's brand, marketers must understand how their brands fit into that consumer context.
Brand Storytelling refers to the idea of providing compelling content about your company and products that engages consumers to positively follow, care about, share, engage in, and become loyal to your brand. In this webinar, Professor Jay Handleman will discuss the four components of a brand story and how marketers can work with these components in the context of an empowered consumer.
Session Leader
Dr. Jay Handelman
Jay is an Associate Professor & Distinguished Teaching Fellow of Marketing at Smith School of Business. He was the founding Director of Smith School of Business Centre for Social Impact (formerly the Centre for Corporate Social Responsibility). Jay has also served as the Associate Dean, Research and Associate Dean, Faculty at Smith School of Business. His teaching and consulting work are focused on the interplay between customer value and the alignment of an organization’s culture, structure, and metrics that maximizes the delivery of value to achieve customer loyalty. It is this achievement of customer loyalty that leads to superior brand equity for the organization. At the core of this perspective is the understanding that everyone in the organization has an important role to play in fostering the brand of the organization. Jay has extensive experience working with organizational members across a variety of industries in both the profit and not-for-profit sectors helping them to understand their contribution to customer value and the organization’s brand equity. This work has been in the form of teaching in professional Masters and Executive Education programs, as well as consulting. Jay has been voted by students as Teacher of the Year in both the Executive MBA and Accelerated MBA programs. Jay holds an MBA from McGill University and a PhD in Marketing from Queen’s University.