What's Your Story? Building Brand Loyalty Through Storytelling

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The Innovation Enterprise hosts the Brand Strategy Innovation Summit this September in Los Angeles. This two day event will allow for attendees to connect with and learn from leading brand experts from world renowned organizations such as Twitter, the NFL, AT&T, Moët Hennessy, 20th Century Fox, Nike, TacoBell and many more.

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How do you, as a brand, represent yourself to a diverse population and engage them?

Brand strategy in the age of social media is a hot topic among marketers these days. Emerging digital platforms and already established social media networks are growing in influence as a driver of customer communication, and highlight the importance of storytelling in a brand strategy. Along with opportunities, though, there are also challenges marketers need to be aware of.

Erin Ilgen, Manager of Brand Experience at Lexus, who is going to be speaking at the Brand Strategy Innovation Summit, considers ‘diversity’ to be one of the biggest challenges for branding in 2016: ‘Business is more complex and global than it has ever been before. Today, with the impact of the internet and social media, a brand can be positively or negatively impacted around the globe in a matter of seconds. So the challenge is, how do you, as a brand, represent yourself to a diverse population and engage them?’

By using digital platforms, the voice of a brand can be spread around the globe effectively and easily. Digital technology, in this case, is a vehicle that delivers a brand’s message. Erin believes that ‘the faster you know what your message is, the easier it will be to represent it in the marketplace.’

Once a narrative strategy is defined, marketers have to ensure the delivery is aligned, according to customer needs and their distinctive features. It’s not an easy task to please a diverse audience, so it’s of paramount importance to work with data related to demographics and cultural aspects.

At the Brand Strategy Innovation Summit in Los Angeles, this September 15-16th, the focus will be on defining challenges and opportunities facing branding and marketing professionals. The summit will accommodate more than 150 leading industry practitioners from different backgrounds who are eager to share their insight into the field.

About Innovation Enterprise

Innovation Enterprise Ltd, a division of Argyle Executive Forum, is a business-to-business media brand specializing in delivering the most innovative business solutions to executive-level decision makers. Innovation Enterprise produces a range on online and offline content, including, but not limited to, summits, online learning, webinars, and white papers, as well as offering other additional services such as lead generation and bespoke research.

Innovation Enterprise focuses on seven key channels - Finance, Supply Chain, Analytics, Big Data, Strategy, Digital, Innovation & Sports - to ensure that organizations are furnished with all the cutting-edge insights necessary to driving growth in the evolving business environment.

For more information on the event or to get registered please contact sblunsdon@theiegroup.com.

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Afo Opedare
@IEGroup
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Innovation Enterprise
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