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From Storytelling to Storydoing: New Lessons in Climbing Mount Authenticity

This session highlights successful approaches to using both stories and action – whether separately or as a values-story-actions sequence – in engaging stakeholders authentically. Panelists will explore a variety of examples and explain how their latest campaigns led to engagement that is richer or stronger than a 'static' portrayal of brand values alone. You will learn how these new types of consumer engagements are different from both direct advertising and charity/philanthropy, and how Marketing and Communications are getting involved.

* View CLIF Bar's "Meet the Moment" video here.
* View Dick's Sporting Goods' "Sports Matter" video here.

** Learn more about "Storydoing" from the man credited with coining the term, Ty Montague, in his book: True Story: How to Combine Story and Action to Transform Your Business.

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