Story + Strategy: How to Make Customers Believe in Your Product

This session will help you understand the power of a good story and how strategy is the key to making your product/brand resonate with your customer. Gain insights on how your writer + designer think/work so that you can successfully align strategy beats with story beats. And most importantly, learn how to navigate feedback that builds a better end product.

After this session, you'll be able to:

• Effectively work with your creative team and identify what makes them tick
• Use the basics of story structure to weave a good strategy into your brand or product story
• Know when to put your strategic foot down and help the creative “kill their darling”

Who should attend: Marketers, strategists, researchers, and anyone else who works closely with a creative team (writers, designers, directors, editors, etc.) or anyone who wants to understand where strategy and creative meet.

Why they should attend: You will learn how to succinctly communicate feedback that strengthens your marketing asset and aligns creative goals with strategic goals.