@davecrawford
David Crawford – Managing Director
@davecrawford
@davecrawford
The power of brand storytelling in the
digital age
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@davecrawford
What is the last brand message you remember? And where did you see it?
@davecrawford
“The challenge is no longer awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
@davecrawford
@davecrawford
“The challenge is no longer awareness, but engagement”
Jim Stengel, Former Global Marketing Officer, Procter & Gamble
@davecrawford
@davecrawford
Why is that? Information overload
@davecrawford @davecrawford
@davecrawford
What earns the right for you?
@davecrawford
What earns the right for you?
@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
@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
@davecrawford
Relevance
@davecrawford
Brand Audience
@davecrawford
Relevance is relative
@davecrawford
Relevance
Engagement
Storytelling
Personalisation
@davecrawford
@davecrawford
Personal data
Browser history
Onsite behaviour
Conversion history User
preferences
@davecrawford
But…
The power of personalisation is not about technology
@davecrawford
@davecrawford
Personalisation
@davecrawford
Brand Audience
Technology Insight Commitment
@davecrawford
What is the last brand message you remember? And where did you see it?
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