The Art of Storytelling: How to Create a Powerful Brand Narrative that Drives Results


Storytelling helps your brand connect with audiences on a deeper level, driving engagement, differentiation, and brand loyalty. In this interactive breakout session, Mike shares insights on how to leverage storytelling in crafting a compelling brand narrative to stand out in today’s crowded digital landscape.

Through examples from iconic brands like Nike, Apple, and Airbnb, learn how to create narratives that resonate with your target audience and evoke emotion.

In this breakout session, you’ll learn:

  • The importance of storytelling in modern marketing and how it impacts audience engagement.
  • How to define your organization’s core values, understand your audience, and analyze your competition to craft content with a powerful brand narrative.
  • The importance of content that radiates authenticity, emotional connection, and consistency of messaging for brand success
  • How to leverage a digital asset management platform to maintain brand consistency and streamline content distribution

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Mike Lacey

Vice President, Brand and Product Marketing

With more than 10 years of experience in leading global marketing teams, Mike Lacey specializes in brand storytelling, creative development, and content strategy. As the Vice President of Brand and Product Marketing at Canto, Mike oversees the global teams that define Canto’s corporate identity, bring brand and product stories to life, and create content and experiences that drive demand. Previously, Mike held roles at ON24, serving as Senior Director of Original Content and Creative Director.

Previously recorded webinars

From Logo to Legacy: How to Create and Amplify a Successful Brand Identity

Martech 2.0: Scott Brinker on the Trends and Technologies That Are Shaping Our Future

Innovation: How Top Teams Balance Vision and Reality

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