Branding, Alignment, and Storytelling: What's Real and What's Fad

This presentation, sponsored by Paramore University, will occur from 8:30-11:00a at The Frist Center for the Arts.

By now everybody has heard of branding, and everybody thinks they have a unique spin on it. The fact is that most branding is not the deep, permanent sort of differentiation that it used to be. To say it's a fad would be too strong, but it is a bandwagon. It's already being deemphasized, too, in favor of storytelling, the newest way agencies have tried to sell their services to clients. As with branding, there is real storytelling and then there's what passes for it, which happens to be the majority of storytelling. What role should branding and storytelling play in your own marketing efforts? And what concept is even more important than both of them? You'll be leading the pack after this interesting discussion.