The Art of Storytelling

SVBF_Adobe logos


October 11, 2016

8:30am to Noon

Adobe Headquarters

345 Park Avenue
San Jose, CA

Companies that tell their story well manage to engage and captivate their audience with narratives that separate them from their competition. You’ll hear how storytellers from outside the business world craft stories that truly engage and fascinate audiences and learn how those skills can apply to brand storytelling.

You’ll learn:

  • What defines a well-told story
  • The process artists use to create their compelling narrative
  • The keys to successful storytelling
  • How storytelling fits into a brand strategy and message platform
  • How to sell a brand story to the C-level
  • Examples of great storytelling in business

Opening Presentation:

The Treatment of Story

Clay Hausmann has twenty years of global marketing experience ranging from B2C to B2B, start-ups to public companies, including Aktana, OneID and Plantronics. He has also spent years honing his craft at screenwriting. Clay will share the elements of effective screenwriting and talk about methods for incorporating those elements into brand stories for businesses.

Panel Discussion:

The Art of Storytelling

A panel of storytellers will offer their insights into effective storytelling and how that can translate into building a strong brand.

 Jason Cieslak, Panel Moderator
As President, Pacific Rim, Jason is responsible for Siegel+Gale’s clients, thought leadership and operations in its Los Angeles, San Francisco and Shanghai offices.

aubrey_cattell

Aubrey Cattell, Panelist
Head of Next Generation Products, Adobe
Aubrey describes his job at Adobe as “helping the world tell better stories and communicate with impact.” He previously held business development and strategic planning roles with Autodesk, Cooley, LLP and Buzzsaw.com.

billiegBillie Goldman, Panelist
Manager, Marketing, Intel
Since 1995 Billie has been an innovator for Intel in press relations, sales, product marketing, brand awareness and preference and most recently in partner marketing. Her most recent accomplishment is the creation of Inside Films, Hollywood’s first trilogy of ground breaking, award winning social films “The Power Inside,” “The Beauty Inside” and “The Inside Experience,” in partnership with Toshiba.

Jane Hammons, Panelist
Author and Professor Emeritus, University of California, Berkeley
Jane is the recipient of a Derringer Award from the Short Fiction Mystery Society. Her writing appears in several anthologies, including Hint Fiction and The Maternal is Political. She has published fiction and nonfiction in a variety of journals and magazines and has given many readings and writing workshops.

Clay Hausmann, Panelist
Clay will join the panel to offer additional insights.


Premier Sponsor:

Marketing Professionals Learn How to “Twist” Their Brands

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.

BrandTWIST
Photo by Nadine Priestley

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.

BrandTWIST

BrandTWIST

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.

BrandTWIST

BrandTWIST
All photos by Nadine Priestley

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.

You can learn more about twisting a brand by visiting Julie’s website at www.brandtwist.com and/or getting a copy of her book “Twist: How Fresh Perspectives Build Breakthrough Brands”.

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.
Thanks again for the great workshop!”
– Wendy Wood