Ram Kapoor is the Chief Marketing Officer for the University of California, Berkeley. Ram moved from Asia to take up the UC Berkeley role in November 2011. He launched the first ever brand platform for Berkeley in 2013 and rolled out a completely redesigned website and digital system for campus in 2015. His team provides marketing support to the entire campus, and manages the campus homepage as well as its main social media channels – Facebook, Twitter, Instagram and yes, Snapchat. Prior to joining U.C. Berkeley in November 2011, Ram was a highly awarded Advertising Creative Director & CEO. He held senior management roles at several global Advertising networks – including Ogilvy, Leo Burnett, Young & Rubicam, Euro RSCG and Wunderman. He worked in multiple locations across Asia with long stints in India, Singapore and Vietnam. Ram has won top awards at Cannes Lions, New York Fests, London International Awards and Asia Pacific Awards. Ram grew up in Bombay and attended IIT Kharagpur and IIM Bangalore before finding his true passion as a copywriter in Advertising. Follow him on twitter @heyram or connect with him on Linkedin!
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
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