Six Brand Experts Shared their Perspectives on Building Brand Advocacy at Citrix on October 3, 2017
Brand professionals from around the bay gathered at Citrix to listen to experts talk about their experiences creating brand advocacy at their respective organizations, each sharing a different set of challenges and solutions. Mike Sanchez, the moderator of the panel discussion, summed up the key messages here.
Attendees learned how to apply screenwriting and short story techniques to tell their brand story at the Silicon Valley Brand Forum at Adobe.
90 attendees spent the morning learning about ways to effectively tell a brand story in business and types of stories brands tell as Adobe played host in their state of the art conference center.
We were welcomed by Aubrey Cattel, Adobe’s Head of Next Gen Products, who shared examples of Adobe’s latest storytelling tool, Adobe Spark. Spark is an amazing tool that allows a person with no video skills to create a movie, complete with voiceover, background music and titles, in minutes from their phone, notepad or workstation.
Clay Hausmann followed with his Treatment of Story presentation in which he offered specific techniques from his experience with screenwriting to develop an effective strategic brand story.
He showed examples of companies that were telling their brand stories well from Beats headphones to IBM. Click here to view Clay’s presentation on Slideshare.
Before the break we showed a brief video providing an overview of Intel’s “Inside Films” created by Billie Goldman, a breakthrough approach to storytelling with social video, films that allow viewers to actually interact with the characters on screen. Check it out.
During a brief break we tested our audience’s storytelling chops by asking them to come up with a 15 word or less story that captured the brand essence of any one of a provided list of notable tech brands. They did not fail to impress.
The second half of the event was dedicated to a panel discussion moderated by Jason Cieslak (far left), president of Pacific Rim for Siegel+Gale. The panelists, included (from left ot right) Aubrey Cattel from Adobe, Jane Hammons, professor emeritus of writing at Cal Berkeley and award winning short story writer, Clay Hausmann and Billie Goldman from Intel.
The panel offered their varied and insightful perspectives on everything from defining a brand story from a corporate perspective to the process for creating a brand story to using a brand story to generate leads or include some call to action. We ended with each panelist sharing their view of how they think storytelling will evolve over the next 5 years.
Stay tuned for information on our next Silicon Valley Brand
Julie Cottineau, CEO and founder of BrandTwist, spent the morning at PR Newswire in San Francisco teaching brand and marketing professionals how to twist a brand.
The event began with a brief background of Julie’s career and the amazing story of how the idea of “twisting” a brand came to her.
After learning how to conceptually twist a brand the audience broke into groups and put the concept into practice. Each group took an element of a hotel brand experience and twisted it by applying positive brand attributes from brands outside of the hotel industry to improve the hotel brand.
The final presentations revealed some brilliant creative problem solving and the amazing power of the brand twist concept.
This morning event gave the audience just a taste of the BrandTwist workshop experience, but the room was buzzing with with excitement as people headed back to their offices.
A special thanks to PR Newswire for hosting the event. As long-time supporters of the Silicon Valley Brand Forum, they are committed to helping companies understand brand management as well as helping them connect and engage with target audiences across the globe.
Our next Silicon Valley Brand Forum event will take place in the fall. Subscribe to our mailing list and we’ll keep you posted on the topic and location.
Some attendee comments about the event:
“The Brand Twist workshop with Julie was engaging, experiential, fun and inspiring. Twisting your brand with an unlikely partner brand enables creative ideas to be born from a collective engaging workshop. Julie is a master of getting the most out of your brand in ways you might never have thought possible.”
– Michelle Audsley Myers
“Thank you for your presentation last week in SF. SV Brand Forum always has great events, but yours was the best I have attended so far. I thought it offered very tangible ways to shift brand thinking and appreciated that it was so hands-on.