In Dana Anderson’s opening keynote ‘Brand Purpose – Marketing a deeper quality of life’ brands must deliver to its promise through compelling storytelling. She referenced ‘A Story is a Promise’ by Bill Johnson to best understand the mechanics of storytelling which has 3 core components:
A premise, momentum and fulfilment.
However “If you (ie your brand) don’t stand for more, the days of delivering fantastic price are over, we need to deliver purpose…investors are demanding this!” said Jane Power (Chief Marketing & Customer Officer of Bupa Australia and New Zealand) in response to what future trends all brand leaders must prepare to over come during the ‘Future Session’ panel.