Beth Comstock — Mind Share
GE CMO Beth Comstock emphasizes that connecting with your audience through an authentic, personal story is a critical first step for any brandÑyou have to achieve "mind share" in order to get market share. A company's best storytellers are often their team members working behind the scenes. A marketer's job is to elicit those stories and translate them to the world.
Angela Ahrendts — Authentic Branding for a Global Audience
Angela Ahrendts shares how brands can effectively target millennials and engage global audiences through digitally-led authentic and emotive storytelling.
Toby Barlow — Brands as Broadcasters
Big brands are putting stories firstÑproducing multiple content streams covering a broad range of genresÑand are taking over the societal niche once occupied by traditional TV networks.