Brand Storytelling: Involving Your Audience Without Interrupting
In an age of unprecedented consumer choice and content overload, many are rejecting conventional interruption-based forms of advertising, resorting to ad blockers or paid subscriptions to avoid overtly commercial messages. The challenge for marketers is to get their message across using new methods of brand storytelling, and develop content which the consumer would proactively seek out rather than avoid.
To do this, marketers must take cues from the entertainment industry, adopting classical storytelling methods. Ultimately, brands must adjust to playing a very different role from how conventional advertising has been done all along. Are they succeeding?
This session will highlight:
- Why the interruptive messaging model no longer suffices
- Why and how brands should think in transmedia terms
the many lessons that classical storytelling offers for brands
- The evolution of storytelling and why audience participation is necessary
- The brand’s rightful role in this day and age.
About the Speaker:
Miguel Bernas is Digital Marketing Director at Mediacorp. A digital and business transformation leader who has played senior change agent roles, he has led marketing for major brands like PayPal, Singtel, Mediacorp, CNBC, Yahoo! and Nokia. His media & marketing career spans over 20 years in Asia Pacific. He is a proponent for content marketing and transmedia storytelling, having led content strategy and production teams throughout his career, with a background in creative writing and journalism. His work has been recognized through multiple industry awards, including Creative Client of the Year at the 4As Creative Circle Awards 2013 in Singapore.
About The CMO Series:
Marketing takes on a whole new meaning in a macrocosm driven by data, artificial intelligence, social media communities and influencer engagement. The CMO Series unpacks timely and relevant insights for all marketing executives up to C-Suite looking to integrate and perpetuate their brand message effectively across physical and digital spaces. Join us as industry leaders from numerous backgrounds share their know-how; to exploit the latest technology, craft and convey compelling messages, increase conversion rates, and ultimately, deliver timeless value amid 21st century sensibility and shifting megatrends.
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