Alice asked the Cheshire Cat,
who was sitting in a tree,
“What road do I take?”
The cat asked,
“Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat,
“it really doesn’t matter, does it?”

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Christopher Smith will decipher the keys of storytelling at La Neurona Summit in Bilbao

Whiplash Team, September 20th, 2019

Christopher Smith will decipher the keys of storytelling at La Neurona Summit in Bilbao

A new edition of La Neurona Summit will take place in Bilbao next Tuesday, September 24th. Within this framework, and under the title “What story is my brand telling? Storytelling: how to transmit and generate brand value”, Christopher Smith, CEO and founder of BrandSmith, will offer ideas and clues on how to face the challenge of building a coherent brand story, consistent with its purpose.

Today, when content is the king, storytelling has become a key element in brand building. That story is the base for the accumulation of expectations, ideas and intangibles that take form in the mind of a consumer when he/she recognizes a logo or interacts with a brand, and that is no other than the idea he or she has of it.

However, what a paradox it is that, although every brand, company or organization has a story to tell, there are more than a few facing the difficulty of doing it clearly and consistently. This happens, perhaps, because they forget what really matters: what sustains words and images and is the real reason that drives and gives life to the business adventure.

In the story of an organization, what is transcendent are the threads that sew it; that is, the milestones that make it up, the heroes that have forged it, the values ​​that it transmits, but, above all, what inspires it and gives meaning to everything it does: its purpose, its “why”, the very reason for its existence. It is about that foundational element on which the business project stands. Also, it is what decrees what kind of impact our brand wants to have on the lives of people, or what mark it wants to leave on society. And those are elements that write an exciting, captivating story that inspires others and generates value.

In the context of marketing, storytelling is the plot that defines the actions of a strategic communication plan, making our messages more coherent, more understandable and generating high levels of engagement. To discover the keys of storytelling, Christopher Smith, CEO and founder of BrandSmith, will address the importance of the building a solid story during the Marketing and Sales Summit The Highlighters to illuminate your brand, in the framework of the La Neurona Summits event, next Tuesday, September 24th at the Euskalduna Palace in Bilbao from 8:30 a.m. to 5:50 p.m.

During the day there will be six fundamental topics to be addressed: Finance, Marketing and Sales, People, SMEs and Future and Values. The meeting is organized by La Neurona, a platform aimed at companies and people who work in them, with the purpose of collecting and documenting the changes that occur in society and in companies and helping those responsible to understand for them.

If you are in Bilbao and are interested in attending, sign up for free here.

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