THE STATE OF THE STORY — ON-DEMAND EXPERT SESSIONS

THE STATE OF THE STORY — ON-DEMAND EXPERT SESSIONS

BY MAGNET MEDIA

BY MAGNET MEDIA

At our The State of the Story virtual roundtable, Jill Cress of PayPal, Tomas Kellner of GE, Susan McPherson of McPherson Strategies, Jennifer Cohan of Edelman, and Adrianne Smith of WPP shared best practices about how to authentically tell brands' stories while creatively connecting with consumers.

Now more than ever, brand leaders are rethinking their strategy on how to connect. The majority of consumers believe that it is no longer acceptable for companies to just make money. They expect companies to positively impact society as well.

Brands who show up authentically and genuinely tell their stories will be the leading brands with the greatest consumer growth.

At the event, Megan Cunningham presented a sneak peek into The State of the Story report, and Jennifer Cohan presented insights from Edelman’s Trust Barometer. Following the report presentations, Jill Cress, Tomas Kellner, Susan McPherson, and Adrianne Smith shared their insight into:

• How companies can lead social change;
  
• How brands should stand behind their purpose;
  
• How brands can tell authentic stories that drive real change.

The State of the Story trends report is the basis for all of our conversations. Find the “Building a Mission-Driven Brand” report here.

Our events—now virtual—are the cornerstone of The State of the Story community. The purpose behind our gatherings is to help leaders connect, learn, and expand their perspective as we collectively define what’s new and what’s next in marketing.

Now, more than ever, brand leaders are rethinking their strategies on how to connect with their audiences. The majority of consumers believe that it is no longer acceptable for companies to just make money; they expect companies to positively impact society as well. Brands who can genuinely tell their stories are the ones that have the greatest consumer growth.

In the report, How to Build a Mission-Driven Brand and Drive Profits, we offer insight into how companies can lead societal change, act on their brand purpose, and connect with their consumers.

Watch On-Demand 

If you are looking for insights on how your brand can lead societal change with purpose, watch the expert session on-demand.

Key Takeaways from 'The State of the Story' 

1. Consumers expect companies to lead societal change, not just make profits.

Marketers spend too much time looking for ways to force customers to pay attention to their messages and not enough time thinking of ways to make customers want to pay attention. Consumers are leaning towards brands that react to challenging times by uplifting their communities and care about honest, open dialog. 

2. Brand purpose is mainstreaming... but at what cost?

There are risks associated with not standing behind your purpose –especially when businesses are being called upon to demonstrate their ability and integrity during a crisis. Those who project a higher share of voice than their market share will significantly outperform those who are cutting down on their communications in critical times.

3. The purpose should not be a stand-alone initiative, it should be a core of the brand. 

The purpose should be woven into all brands' operations. It should guide and inspire responsible actions and the creation of economic and community value.