Brand Narrative and Storytelling in a New Reality
Live on Zoom - Wednesday, September 16th at 12:00PM PST
During this session, brand storytelling pioneers Story Worldwide and leading chip designer Arm will discuss the essential need and process to define a brand's unique and own-able narrative before crafting brand stories. They believe that this has never been more important than the current time. The challenges that Covid 19 has created are forcing brands to re-imagine how to create compelling and immersive stories.
This session will go on to show how the combination of a century old technique along with up to the minute technology can overcome, or even go further than before, to engage audiences in today’s new reality. In the process we'll discuss a model borrowed from Hollywood and applied to advertising, creating a campaign in a world where traditional video production techniques are out of the question.
Author and Journalist
Fara Warner serves on the advisory board of Brand Storytelling. Fara has worked in every storytelling medium from traditional print, books, and digital publishing to virtual reality films throughout her three-decade journalism career. She is an award-winning author and journalist specializing in the art and science of storytelling in the digital age, new business models for journalism, and the critical need for diversity in journalism.
Formerly, Fara was the vice president and global editorial director of custom content at WSJ. Custom Studios. Prior to joining the Wall Street Journal, she was the editorial director of Aol Inc.’s Tech, Business and Entertainment Group, overseeing editorial strategy and teams for leading finance and technology sites, including DailyFinance, TechCrunch, and Engadget. At Aol, she created and produced the year-long program, This Built America, that explored through documentary video, photography and narrative journalism the resurgence of American manufacturing in the 21st century.
Fara recently joined Solutions Journalism Network to lead the Business & Sustainability Initiative that focuses on businesses' role in creating and supporting solutions to sustainability issues, notably in the areas of climate change and transition, clean water and renewable energy.
Founder and CEO at Story Worldwide, a brand storytelling agency based in NYC and Seattle. For 20+ years I’ve championed the fact that humans respond to, and act on, emotion-driven storytelling. Science tells us that the human brain is wired for narrative. As even Jeff Bezos says, “When the anecdotes and the data disagree, the anecdotes are usually right”.
Don't get me wrong, data is critical to tell us what people are doing, but it doesn’t tell us why they’re doing it.
Here at Story we employ a proprietary, science-driven methodology to understand the ‘why’ that drives customer brand attitudes and decisions, and locate the authentic narrative (or story platform as we call it) that only the brand can own. We call this Story finding. Then we develop an eco-system within which all brand stories and experiences ladder up to that core narrative, ensuring a consistent tone of voice at every distribution touchpoint. We call this Story making.
Our proprietary StoryScore research and analytics platform scores the emotional resonance of the brand stories we create, predicts in-market success prior to production commencing, and visualizes performance in real-time.
Josh Von Scheiner
Chief Experience Officer
Josh is one of the industry's most seasoned social media and influencer marketing professionals. Cutting his teeth in the music industry, he built one of the first social departments while working with some of rock's largest acts - and has the gold records to prove it. Josh leveraged his entertainment industry experience in founding one of the first influencer marketing departments. At Story, he helps companies harness the power of consumers as brand builders.
Craig Teper is a renowned NYC based documentary film maker and creative production leader. He is known for creating in house production teams at Bumble & bumble and The Barbarian Group, directing campaigns for clients including McDonalds, Avon and GE, and directing the feature documentary Vidal Sassoon The Movie. His work has appeared on Netflix, Showtime, Amazon Prime and BBC.