Marketers are relying more on data-driven strategies and risk losing sight of their brand’s narrative. This session will explore the impact of storytelling and share the keys to creating a memorable, authentic brand story that drives growth and loyalty for years to come. OneMain Financial CMO, Kim Wijkstrom, will reveal how embracing storytelling to launch his company’s first brand campaign in its 100-year history has impacted its brand perception.
What You'll Learn from This Session...
How developing a brand's narrative drives growth and consumer loyalty.
How to enhance storytelling with technology.
How to use a brand’s story to affect consumer decision making.
Kim Wijkstrom
SVP & Chief Marketing Officer
OneMain Financial
Barbara Kahn
Patty and Jay H. Baker Professor of Marketing
The Wharton School at the University of Pennsylvania
Peter Giorgi
Celebrity Cruises
Chief Marketing Officer
