February 11 - 13, 2018
Los Angeles, CA

Ram Kapoor

UC Berkeley

11:55 AM Impactful Storytelling that Builds Community & Inspires Action

Storytelling is one of the most powerful tools in a company’s branding and marketing strategy. When done right, marketers deliver stories that appeal to emotion, capture consumer attention, promote engagement and foster a healthy consumer/brand relationship. Storytelling should not only inform the consumer, but inspire a favorable action. When done wrong, brands can be perceived as disjointed and disheveled to the consumer, resulting in negative customer experiences that can quickly deflate ROI. 

Join the CMO Exchange storytelling panel discussion with top marketing executives from both B2B & B2C sectors. From professional sports teams to e-commerce to entertainment, our panelists are carving out and delivering stories that inform and inspire the consumer. During this engaging panel, attendees and panelists will discuss: 

• The power of the “chief storyteller”
• Leveraging empathy as a critical part of human-centric design
• Uncovering human stories hidden within data and using them as tools of persuasion
• Delivering engaging, relevant stories to an extremely distracted consumer 
• Creating an appetite for your product by bringing consumers close to the action and creating consumer-centric experiences 

9:55 AM The Stories Behind the Breakthroughs: A Look at UC Berkeley's First Brand Campaign

For UC Berkeley’s first-ever brand campaign, CMO Ram Kapoor and his team fanned out across the idyllic 1,232-acre Berkeley campus to look for the stories behind the breakthroughs. Their search took them from Nobel prize winners on campus to researchers scattered across the globe to undergraduate students who spent every waking (and occasionally, sleeping) hour in the labs. This is a story of not just finding the nuggets, but also burnishing them to make them emotive and compelling to the lay public. The story finds its happy ending on campus as Ram and his team leverage the campaign to unite a diverse set of stakeholders and their constituents. This session is packed full of insights and lessons for all manner of marketers and leaders. During this session, we’ll explore:
·         How the campaign leveraged branding to unify campus community
·         The power of telling stories in a coordinated way
·         Using branding to underscore the campus mission

Check out the incredible speaker line-up to see who will be joining Ram .

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