“Put Customers at the Heart of your Brand Story”. This is the subtitle of Miri Rodriguez's book titled “Brand Storytelling”. Reluctant to write the book in the beginning because of too many things going on personally and professionally in her life back then, Miri believed that it was an important narrative because brands confuse what brand storytelling really is. Using this as the impetus for writing the book, she says “I share not only the many elements of story, but also the structure and mechanisms that exist to design a brand story that evokes emotion from your audience”.
Fast track to today, 2 years after the book was first published, it has won the Independent Press Award 2021 in the Marketing & Public Relations category, the NYC Big Book Award 2020 for the Sales and Marketing category and The Stevie Awards 2020 - 'Book of the Year' Silver award, Women in Business category.
Miri elaborates that “Brand Storytelling is not simply sharing content in story form. Brand Storytelling is twofold in that it encompasses both the story of the brand as an entity and transferring information in an emotional manner through a character, plot and conclusion to your intended audience. There is an art and science to brand narrative and both require deep understanding of the designing of stories”.
On November 4, Miri will share this essential and remarkable talent with PANA brand builders in an honest-to-goodness, palpable and authentic 1 ½ hour online conversation. The promise is a lot of aha moments where brand builders can formulate communication strategies that are infused with empathy and vulnerability. It does not matter if the brands are well-established, newly launched or just about to be introduced. The lessons to be had in this Brand Master Session are true gems worth learning.
With the mammoth messages delivered in various platforms in varying attention-getting gimmicks, to create an indelible impression is a constant challenge. Brand Storytelling may just be the answer to raise positive awareness for the brand, boost emotional attachment and progressive affinity.
“The business wanted data, but I found that telling the story of a customer's experience was much more persuasive, “concludes Miri.
To provide a holistic approach to enterprise building, two other topics have been included in this event. “Business Insights & Implications from the Recent Adversities” will be discussed by Prof. Alberto G. Mateo, Jr., Clinical Professor and Head of School, Executive Education and Lifelong Learning, Asian Institute of Management. The other is “A discussion on Brand Personas Resulting from the Pandemic from an Agency POV” which will be tackled by Leigh Reyes, Chair 3meritus (C3PO) of MullenLowe TREYNA.
This is FREE for PANA members. All they have to do is register to reserve a slot https://bit.ly/BrandMaster_2022. Non PANA members may register and attend with a minimal fee of P1,000. Visit PANA Facebook page or pana.com.ph for more details.
Special thanks to our sponsors SM Supermalls and P&G, event partners Asian Institute of Management (AIM), MullenLowe TREYNA, media partners the Philippine Star, BusinessWorld and our live streaming partner Katapult Digital.
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PANA Brand Master Sessions is an annual event organized by the Philippine Association of National Advertisers (PANA) intended to raise the bar for the brand building and marketing communications industry. It aims to feature international gurus, to give more global learning opportunities for our local brand marketers. Brand Master Sessions had in the past renowned practitioners like Paco Underhill, Martin Roll, Gary Vaynerchuk and most recently Scott Stratten.
