Keynote
Communication, narrative competence, marketing & branding
Keynote
Communication, narrative competence, marketing & branding.
Lead people in a meaningful way · Strengthen community and belonging · Make decisions based on values · Credibly developing culture and employer attractiveness · Making leadership and culture effective.
Communicate effectively · Generate relevance rather than reach · Infuse brands with meaning · Turn customers into relationship partners
That's what it's all about.
"Most advertising campaigns are as effective as a butterfly burping," said Howard L. Gossage. This is truer today than ever before. Around 75 percent of all brands are completely dispensable to people. They generate awareness, but no meaning. Communication becomes noise.
Brands are effective when they play a relevant role in people's lives. Relevant brand stories are always meaningful narratives.
Those who understand this have a proper understanding of leadership, culture, and communication and can build relationships and provide guidance—both internally and externally. Credible and economically successful, beyond buzzwords and campaigns.
"I offer you a new perspective on marketing and communication, where it's not volume that counts, but meaning – and where attention translates back into impact." – Markus Gull
You take that with you.
+ You will understand why stories have a greater impact on our thinking, decisions, and actions than facts, and how you can use this to your advantage.
+ You recognize how relevant brand stories create relationships instead of noise.
+ You will understand how stories about values make your brand distinctive and economically successful.
The lectures.
The story is female. Why we all need a new narrative of values
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About new narratives beyond dominance and control—and why the best hero's journey is a heroine's journey, in which we experience relationships, responsibilityand connectedness.
Purpose, Meaning & Why.
Marketing nonsense or silver bullet?
On meaning in brand management and why it is neither a fad nor a moral issue, but a hard economic success factor.
The magnetic power of the brand. Why meaning is more effective than any advertising message.
About brands that play a relevant role, and why meaning, relationship, and attitude are measurably more effective than volume and reach.
Lectures can be tailored in terms of length, content, and thematic focus.
