SXSW 2012 - Brand Noir: Crafting a Who-Why-How Dunnit

Brand Noir: Crafting a Who-Why-How Dunnit
Event	SXSW Interactive 2009
Format	Solo
Organizer	Charles Sayers – Sapient
Description	When defining or refining a brand strategy, crafting the story can actually be your most effective, efficient and engaging strategy development tool. It's an approach that has helped companines large and small (from Coca-Cola to NASCO)by creating stimulating and memorable brand positions in a high-energy, collaborative environment.
Questions Answered	What's the story? More specifically, what's the right type of story for your company, product or service? What elements of your backstory to you want to bring to the forefront of your positioning? What's the genre and the plot? Who are the villains and what are their weaknesses? Who are we telling our story to? What's the twist, surprise or prize inside? And how do we get it out? Who's the hero? The sidekick? The Sugar Daddy? What will build excitement, suspense and adventure? What happens when it all comes together?
Panelists	Charles Sayers (Sapient)
Level	Intermediate
Category	Advertising / Marketing

Brand Noir: Crafting a Who-Why-How Dunnit