Developing the Marketing Plan

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February 22, 2017
9:00 a.m. – 12:30 p.m.

Member: $295
Non-member: $395

3+ Member: $245
3+ Non-member: $345

The Advocates' Society
Education Centre
250 Yonge Street
Suite 2700
Toronto, ON
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A brand story is more than a combination of pictures and a narrative. It is a story that goes beyond what’s written in the copy on a website, the text in a brochure or the presentation used to pitch to investors or customers. Your brand story isn’t just what you tell people, it’s about what they believe about you based on the signals you send at every brand touch point. Combined, it is a complete picture made up of facts, feelings and perceptions. This means that part of your story isn’t even told by you. Together they make the conscious and subconscious narrative in the consumers mind and create the platform for how your story is retold. Critical brand moments often happen when you are not listening and your customer is talking to someone else about you.

The art of storytelling has emerged as the pivotal element in establishing brand differentiation in today’s digital, borderless competitive marketplaces. It is the foundation of your brand, how you connect emotionally with customers and also the strategy for future growth. Throughout this seminar we will examine key storytelling techniques and how to apply them to your brand strategy, your content landscape, as well as identify the need to operationalize the story though your key brand ambassadors – your employees. Learning from classic storytelling techniques and modern wizards of this art form, we will identify and develop the tools to apply to your own brand.

You Will Learn

You Will Learn How To:

  • Define winning narratives, the key technique of all great storytellers
  • Anchor brand culture with one ‘own able’ story – from the inside out
  • Apply these techniques to your current brand positioning
  • Evolve your marketing communication platforms to drive brand engagement
  • Communicate from the inside out - with passion and with purpose

You Will Benefit From:

  • Classic and modern examples of storytelling techniques
  • In depth examples of brand examples
  • Exercises to apply concepts reviewed

Who Should Attend

This session will bring value to marketing and customer facing professionals who are responsible for creating, influencing or delivering their company’s narrative through any number of channels including, but not limited to, individuals who work in the following areas:

  • Marketing Communications
  • Digital Marketing
  • Content Marketing
  • Product Marketing
  • Public Relations
  • Customer Operations/Customer Service


Andrea Johnson
Managing Director & Chief Storyteller, BrainCandy Marketing Ltd.

Andrea is a senior marketing strategist with over two decades of demonstrated leadership in customer-centric, Omni-channel strategy design in the Technology, Telecommunications, Financial and global luxury Hospitality industries.   Andrea’s passion in designing insight-led strategies started with marketing computers at the onset of the digital revolution and has continued through extensive experience in mobile communications. The shift in how digital experiences are shaping how consumers behave with brands continues to drive her on-going success in optimizing both in-person and digital experiences to drive operational efficiencies, brand engagement and profitability.   Andrea continues to design successful global marketing strategies all predicated upon a passionate focus on the understanding of the complete customer experience through her Strategic Marketing Consulting company, Brain Candy Marketing Ltd.

Andrea grew up in France, Belgium and Switzerland and graduated university from the University of Toronto.   She is currently completing a 2 year program at MIT in Boston in Global Strategy & Innovation. Voted one of “25 women to watch in Luxury”, Andrea is an active paid lecturer and has also developed marketing courses in Marketing Automation and Promotion Strategy.