08 June, 2015  — Pre-Conference Seminar: Storytelling for Business: How to Create Narrative that Inspires Action and Changes Behavior
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09 - 10 June, 2015  — Corporate Brand and Reputation Conference
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09 - 10 June, 2015

These are exciting and challenging times for business leaders and brand builders. With digital technology reshaping industries and empowering audiences around the world, companies are scrambling to find new ways to build trust, differentiate their brands and inspire audiences. Gone are the days when advertising alone would do that. Companies today must be strategic storytellers that know how to use data and content to inspire customers, rally employees and position brands for long-term business growth.

At this highly interactive conference, leaders from some of the world’s leading and most interesting companies---including Airbnb, Fidelity Investments, and Lockheed Martin---will share stories and insights that will surprise and inform attendees.

  • Hear methods for tapping into your company’s employees to strengthen and amplify your brand’s message
  • Uncover how to harness big data so that analytics map to your brand objectives
  • Become more comfortable embracing social media, even if you work in a conservative company or highly-regulated industry.
  • Participate in a “peer-assist” session that covers how to build and manage digital teams for fast-moving times
  • Network with other brand decision makers

Session Topics Will Include:

  • Five Trends That Will Challenge and Change Brands and Business in the Next Few Years
  • Revamping Storied Brands for New Times
  • Building a Brand Newsroom: Creating an Always-on Editorial Team
  • Peer-Assist Panel: Hiring to Win: Building and Managing Digital Teams for Fast-Moving Times
  • Social Thought Leadership: Tapping Employees and Executives to Tell Your Story
  • Border-Busting Brands: Telling Brand  Stories Across Cultures
  • Going Viral: The Secret Behind Killer Creative Executions
  • Measuring What Matters: Mapping Analytics to Your Brand Objectives

Who Should Attend:

Chief brand officers and their teams, CMOs and heads of marketing, marketing professionals, chief content officers, social media strategists, leaders in market research, communications and digital strategy, and others with brand management responsibilities.

Get involved!

For sponsorship opportunities, please contact michael.felden@conferenceboard.org

Sponsored by
Strativity

BrandingBusiness

Connexions
Marketing Partner
MENG
BrandChannel
09 - 10 JUNE, 2015
WESTIN AT TIMES SQUARE
08 June, 2015

Storytelling for Business: How to Create Narrative that Inspires Action and Changes Behavior

12:00 – 6:00pm
Hosted at The Conference Board Headquarters

The Conference Board
845 Third Avenue
New York, New York 10022-6600
United States
Tel: +1 212 759 0900

Storytelling for Business

Storytelling is the foundation of human understanding and defines true authenticity.  As Aristotle once said, "You don't influence people through intellect, you do it through emotion."  A great story IS emotion.  It is how to truly build empathy and understanding and is the strongest motivation to action.  A great story ensures passion and memorability.  It has also been proven to evoke neurological response. 

The same principles and insights that make your favorite stories on stage, page and screen can be used to develop strong branded innovations, meaningful consumer experiences, inspiring communications or just a more immersive powerpoint.   

This Storytelling presentation and workshop program will cover the foundations and principles of storytelling along with some hands-on story tools and processes to apply to your projects.  Beginning with phases of defining and understanding story, we will talk story fundamentals and mythology and explore how story structures and patterns can be used across an infinite array of problems ranging from strategy, branding to overall better communications with important stakeholders.  Then we move into stages of creating and delivering your stories in class by leveraging several "Hollywood-esque" tools and approaches to make your stories richer, more focused and engaging.   

By learning and leveraging these storytelling principles and methods you will be able to create better product, brand, organization and personal stories.  

In the workshop Shane will cover a range of topics - some of these include:

  • What is Story? - creating an understanding of its meaning and why it works so well
  • Great Story Basics - what are the "Fab 5" of all great stories
  • Leveraging Story Structures - understanding narrative structures, their application, development and forms
  • The Role of Mythology - its role in human, brand and science understanding and communication
  • The Narrative Recipe - the key ingredients/principles of any good story
  • The Quest Model - the Hero's Journey and how to use it as a strategy and creative tool
  • Story Tools and Techniques - using tools like Pitch, Theme, Genre, Meaning and a 3 & 8-Step Story Framework to create your narrative  

Benefits of attending: 

  • Better understand the role storytelling plays in both our personal and professional lives
  • Better coach your teams/management on how to use storytelling to communicate, inspire and develop/implement strategy
  • Develop a common language to critique stories
  • Define actionable ideas, story tools and methods to develop a variety of different business narratives
  • Be able to clearly identify your audiences needs, obstacles and desires in the stories you create
  • Be a better storyteller

Agenda:

12:00-3:00 Story 101 – core fundamentals and principles (15 min break at 2:00)

  • The power of story
  • Telling vs Selling
  • Story Terms and Definitions
  • Brand and Product Mythology
  • First Exercise: Creating your story Theme
  • The Narrative Recipe
  • Second Exercise:  Creating your story Pitch

3:00-6:00 Story 201 – storyMYTHOS tools and bringing your story to life (15 min break at 4:00)

  • The Hero’s Journey model – 3-Step & 8-Step
  • Third Exercise: Creating a “story”
  • Group Sharing
  • The role of Characters/Archetypes and your stories
  • Q&A on overall process, tools and application

Shane Meeker, Corporate Storyteller & Company Historian, The Procter & Gamble Company

About the Workshop Leader

Shane Meeker has been with Procter & Gamble for 17 years and is the leader of the P&G Heritage & Archives Center where he and his team’s primary responsibilities are to research, collect, preserve and share P&G’s rich, inspirational 175 year history inside and outside the company. For the 15 years prior to this role he was an Associate Director in the P&G Design Function working on billion dollar brands like Tide, Gain, Downy, Olay, Pampers and Dawn. For several years he has also been focused on bringing the ideas, principles and processes of storytelling to life across P&G.

His storytelling work includes helping teams use narrative theory to inspire and develop brand and organizational strategies, innovations and communications. He also leads various story-based workshops to help bring ideas to life.

In addition to his work at P&G, Shane has shared his story principles and workshops at various educational institutions, design agencies, conferences and external companies. Some of the companies he has shared his story work with include Walt Disney, Columbia Sportswear, General Motors, Starwood Hotels and American Express. Shane is also an Adjunct Professor at the Illinois Institute of Technology and co-teaches a yearly story-based graduate course called Innovation Narratives. He also co-teaches at the University of Cincinnati’s DAAP School of Design in a graduate course called Design Mythography.

09 - 10 June, 2015

These are exciting and challenging times for business leaders and brand builders. With digital technology reshaping industries and empowering audiences around the world, companies are scrambling to find new ways to build trust, differentiate their brands and inspire audiences. Gone are the days when advertising alone would do that. Companies today must be strategic storytellers that know how to use data and content to inspire customers, rally employees and position brands for long-term business growth.

At this highly interactive conference, leaders from some of the world’s leading and most interesting companies---including Airbnb, Fidelity Investments, and Lockheed Martin---will share stories and insights that will surprise and inform attendees.

  • Hear methods for tapping into your company’s employees to strengthen and amplify your brand’s message
  • Uncover how to harness big data so that analytics map to your brand objectives
  • Become more comfortable embracing social media, even if you work in a conservative company or highly-regulated industry.
  • Participate in a “peer-assist” session that covers how to build and manage digital teams for fast-moving times
  • Network with other brand decision makers

Session Topics Will Include:

  • Five Trends That Will Challenge and Change Brands and Business in the Next Few Years
  • Revamping Storied Brands for New Times
  • Building a Brand Newsroom: Creating an Always-on Editorial Team
  • Peer-Assist Panel: Hiring to Win: Building and Managing Digital Teams for Fast-Moving Times
  • Social Thought Leadership: Tapping Employees and Executives to Tell Your Story
  • Border-Busting Brands: Telling Brand  Stories Across Cultures
  • Going Viral: The Secret Behind Killer Creative Executions
  • Measuring What Matters: Mapping Analytics to Your Brand Objectives

Who Should Attend:

Chief brand officers and their teams, CMOs and heads of marketing, marketing professionals, chief content officers, social media strategists, leaders in market research, communications and digital strategy, and others with brand management responsibilities.

Get involved!

For sponsorship opportunities, please contact michael.felden@conferenceboard.org

Scheduled Speakers 09 - 10 June, 2015

Scheduled Speakers 09 - 10 June, 2015
  • Lee maicon, Chief Strategy Officer, 360i
  • Jim Cooper, Editorial Director, Adweek
  • Douglas Atkin, Global Head of Community, Airbnb
  • Michael Scissons, Head of Global eCommerce, Anheuser-Busch InBev
  • Andrea Fabbri, Director of Strategy, BrandingBusiness
  • MaryLee Sachs, Founder and CEO, BrandPie Inc
  • J. Archie Lyons IV, Creative Director, Global Brand Marketing, Caterpillar Inc.
  • Mercedes Cardona, Editor The Economist's Lean Back blog, Contributing Writer, CMO.com
  • Tim McAdow, Director of Corporate Brand, Creative and Events, Cuna Mutual Group
  • DeLania Truly, VP/Sales, Central Region, CUNA Mutual Group
  • Vejay Lalla, Partner/Entertainment, Advertising & Promotions Group, Davis & Gilbert
  •  Matt Smith, Partner, Davis & Gilbert
  • Amy O’Connor, Senior Director, Digital and Social Media Communications, Eli Lilly and Company
  • Allyson McDonald, Global President, Ellevate
  • David O’Brien, Partner and Americas Director of Communications and Marketing, Ernst & Young
  • Rebecca Bond, Co-Founder, Evolve
  • Mike Linton, Enterprise Chief Marketing Officer, Farmers Insurance Group of Companies
  • Christa Carone, Corporate EVP, Fidelity Investments 
  • Jenny Rooney, CMO Network Editor, Forbes.com
  • Mark-Hans Richer, CMO, Harley-Davidson
  • Jax Russo Curtin, Senior Counsel/Director, Heineken USA 
  • James Mathewson, Program Director/Global Search Marketing, IBM 
  • Stephen Garguilo, Senior Manager, Creative Engagement & Curator, TEDxJNJ, Johnson & Johnson
  • Kristin Spies, Customer and Logistics Services -NA Strategy and Capabilities, Johnson & Johnson Healthcare System
  • Cammie Dunaway, Board Member and former U.S. President, KidZania
  • Jed Bernstein, President, Lincoln Center
  • Kenneth Darby, Director, Global Advertising and Brand Management, Lockheed Martin
  • Mark S. Fernandes, Chief Leadership Officer, Luck Cos.
  • David Beebe, VP/Global Creative, and Content Marketing, Marriott International
  • Simon London, Director of Digital Communications, McKinsey
  • Stephanie Fierman, CMO, Mediacom Worldwide
  • Natasha Hritzuk, Director of Global Consumer Insights, Microsoft
  • Stuart Elliott, former advertising reporter, The New York Times
  • Joan Sinopoli, VP/Group Client Director, Consulting Brand and Communications Solutions Champion, Nielsen Consumer Insights North America
  • Christine A. Fitzgerald, Director/Member Communications and Engagement, Nurtur Health, Inc.
  • Alan Antin, VP/Professional Markets, Nuvita
  • Larry Chiagouris, Professor of Marketing, Pace University
  • Kate James, Chief Corporate Affairs Officer, Pearson
  • Dana Gandsman, Senior Director, Reputation Communications, Pfizer
  • Jason Bartlett, VP/Digital Marketing & eCommerce, Pitney Bowes
  • Maggie Fox, Global SVP Digital Marketing, SAP
  • Marie Ford, Consultant, Financial Services and Marketing Officer Practice, Spencer Stuart
  • Anthony Laudico, Leader, Global Digital Practice, Spencer Stuart
  • Michael Starr, Principal, Strativity Group
  • Sunayna Tuteja, VP Social Media and Digital Communications, TD Ameritrade
  • Richard Guest, President, North American Operations, Tribal Worldwide
  • Mike Shields, Senior Editor, The Wall Street Journal 
  • Brian Harrington, Chief Marketing Officer, Zipcar
Sponsored by
Strativity

BrandingBusiness

Connexions
Marketing Partner
MENG
BrandChannel