In this session...
Connecting with an audience that cares about your brand takes a cleverly crafted and nuanced approach. Brand storytelling is the emotional value-driven connection between your brand and your customers.
The most powerful stories are compelling and authentic and amplify your brand's values. A recent Deloitte study found that "57% of consumers are more loyal to brands that commit to addressing social inequities in their actions. Essentially, consumers want to support brands that represent them and their values."
In this session, NBC personality Al Roker outlines effective social impact brand storytelling from John Deere, using a first-person narrative documentary film approach to champion their commitment to diversity, equity and inclusion while also addressing the racial inequities that have existed for generations of black farmers. The documentary Director, Eternal Polk, will also preview a clip from the forthcoming film to help give better insight as to how brands can effectively craft storytelling to communicate solutions to social issues.
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DEEPER DIVE: Diversity, Equity, & Inclusion (DEI) are not just woke buzzwords. They represent a pivotal shift in the way brands, corporations, and day-to-day business is conducted. In the wake of George Floyd and BLM, the efforts by Madison Avenue and corporate America to instill and authentically communicate their DEI initiatives and actions have become highly prioritized.
Organizations — including brands such as John Deere — that make DEI a company priority also recognize the importance of communicating these ideals. In 2020, John Deere announced the establishment of LEAP (Legislation, Education, Advocacy and Production Systems), which is focused on the work needed to improve the lives and livelihoods of Black farmers with a particular emphasis on the preservation of Black-owned farmland in rural communities. John Deere enlisted Al Roker Entertainment to tell amazingly rich people stories in the form of a forthcoming documentary as a centerpiece of their core DEI messaging.
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What You'll Learn from This Session...
- How brands, organizations and nonprofits can best communicate their social impact initiatives.
- The role authentic storytelling plays in connecting with customers and inspiring audiences to take an action.
- How to create a halo effect for your brand that tethers current customers while also attracting new business.
- Gen Z wants to connect with brands that give back — learn how first-person narrative storytelling achieves this goal.
- Brands that do good attract not only new business but also a more desirous and dedicated workforce. What are you communicating?
