Transcript
Page 1: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

David Crawford – Managing Director

@davecrawford

Page 2: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

The power of brand storytelling in the

digital age

@davecrawford

Page 3: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

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

Page 4: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

“The challenge is no longer awareness, but engagement”

Jim Stengel, Former Global Marketing Officer, Procter & Gamble

@davecrawford

Page 5: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

“The challenge is no longer awareness, but engagement”

Jim Stengel, Former Global Marketing Officer, Procter & Gamble

@davecrawford

Page 6: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

Why is that? Information overload

Page 7: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford @davecrawford

Page 8: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

What earns the right for you?

Page 9: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

What earns the right for you?

Page 10: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@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

Page 11: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@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

Page 12: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

Relevance

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Brand Audience

Page 13: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

Relevance is relative

Page 14: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

Relevance

Engagement

Storytelling

Personalisation

@davecrawford

Page 15: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

Personal data

Browser history

Onsite behaviour

Conversion history User

preferences

Page 16: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

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But…

The power of personalisation is not about technology

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Page 17: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

Personalisation

@davecrawford

Brand Audience

Technology Insight Commitment

Page 18: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

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

Page 19: Sitecore Digital Trendspot: The power of brand storytelling in the digital age - David Crawford

@davecrawford

Thank you! @davecrawford [email protected]


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