Beyond the persona and data: Creating content & stories that resonate with customers

Talk:

Every marketer regularly faces the challenge of defining brand positioning and strategies that should be transported through campaigns. In developing them, they are confronted with various questions such as: What moves my target group? What is “hot” in culture right now? How can I really “move” consumers?

I want to share how “traditional PR” can be a part of strategic thinking to define brand campaigns and tell consumer-centric stories through the line. What content needs to be produced, and how can we create synergies between different channels.

Right from the start, tools are needed that provide data and help generate insights that can be translated into a campaign but also, a clear territory and consistent storytelling are crucial to building a successful brand.