Ten steps for brands to develop their story to be revealed at Mumbrella360
Ten steps brands need to take to discover their own story and tell it to their customers is the next curated session topic to be revealed for Mumbrella360.
In a session titled “If you must talk, tell me a story – entertain me, inspire me, OMG you’re boring me!”, Richard Parker, head of digital, at branded content creation agency Edge will explore ways that marketers and agencies can tell brand stories in entertaining ways.
According to Parker’s curated session proposal:
Today’s marketing landscape is a tough slog. It’s shifting under our feet. Audiences are increasingly fragmented and cynical.
Technology advances relentlessly. Start-ups appear [and disappear] in the space of months. The next-big-thing is weekly affair.
Today’s black is tomorrow’s beige. Feeling excited, or a tad overwhelmed?
Q. How must we speak to our consumers to engage them to take an action? Inspire them to aspire us?
A. Engage them with a story and spark a conversation.
But there are two sides to every conversation. A brand must earn the right to a side …
Our session at Mumbrella 360 will provide 10 practical steps to help marketers and agency partners find their story, and then tell it in the most effective way.
We’ll show how to place content and conversations at the heart of every good marketing strategy. In this session, we’ll then address the challenges facing brands and agencies as a result of three key forces of change:
- The movement towards hyper-sociability in society enabled by technology and evidenced by the rise of real-time social. Plus the ensuing move from content creation to content sharing online.
- In marketing, platform explosion in terms of both accessibility and channel fragmentation.
- In entertainment, the tension between proprietary and paid for content vs open-source/free content.
Richard will look at the role of quality content in this landscape and why concentrating on storytelling can help brands to shine through the chaos.
We’ll be armed with proof: A selection of international best-practice case studies to illustrate our 10 key points and give the audience the armoury to engage and influence their consumers for results.
Key Takeaways:
The format will be structured to ensure the emphasis is on practical application. Providing attendees with a 10-step action plan to understand how to put content and conversations at the heart of their marketing strategy.
Parker has just joined Edge after 12 years in London as strategy director at integrated marketing agency Better Things. He also worked for brand storyteller Story Worldwide and customer engagement agency Seven.
Discounted earlybird tickets for the conference, which takes place at the Hilton hotel in Sydney on June 6 and 7, are currently on sale on the Mumbrella360 website.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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In a marketing comms world which has become increasingly complicated and over-thought with multiple channel options, whilst also boasting simplicity and ease with 2.0/Gen-Y/Social Media – Edge’s sessions looks like it will bring us back to the basics… Engage the customer and have a conversation. Too much focus, attention & glamour is directed at all the modern means of HOW to grab attention, when WHAT you’re saying is most important. Looking forward to this session – as both a consultant for smaller agencies and an employee of a large corporate.
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