Brand Storytelling That Engages Consumers

Leveraging the four components of a brand story
Thursday July 17, 2014 1:00 PM EDT

The days of one-way mass marketing where the marketer rolls out a singular brand identity for the world to adopt are over. In 2004 - at the dawn of the rise of social media - Larry Light, Chief Marketing Officer of McDonald's International, noted that marketers need to understand "what happens to a brand in the world". As consumers work with social media to counter, alter, and contribute to a company's brand, marketers must understand how their brands fit into that consumer context.
Brand Storytelling refers to the idea of providing compelling content about your company and products that engages consumers to positively follow, care about, share, engage in, and become loyal to your brand. In this webinar, Professor Jay Handleman will discuss the four components of a brand story and how marketers can work with these components in the context of an empowered consumer.

Smith School of Business

Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

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