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From Marketing a Quality of Life to Brand Communication

 - Mar 14, 2013
Many brands today are turning to storytelling in branding as a strategy to connect with consumers. These curated speeches demonstrate how this particular strategy benefits different brands and how it can be implemented in different industries.

Innovation keynote speaker Jeremy Gutsche explores the idea of creating cultural connections with consumers. He suggests that connecting with consumers this way makes more of a meaningful and long-lasting impression in people's minds.

Jonathan Mildenhall, the VP of Global Advertising Strategy at The Coca-Cola Company, emphasizes the importance of content excellence in the brand's marketing. He sees storytelling in branding as a driving force for consumer engagement.

Marc Pritchard, the Global Marketing & Brand-Building Officer at P&G, believes in marketing a quality of life as opposed to the quality of products. Consumers need to be able to envision how one brand's products will fit into their life.