Communicating Your Values Through Brand Storytelling with Al Roker and John Deere

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.