Shannon Peel

Communication between leaders and their teams can be improved with the most important aspects of storytelling - active listening and interviewing. The best storytellers know how to listen so they can understand their audiences and ask the right questions to draw out stories from others. Leaders who use these storytelling skill become better storytellers and form better relationships with team members by raising the understanding of everyone’s points of view.

Waves of social movements gain popularity on social media and some brands have embraced these movements and have either shown their vulnerable side or their vulnerability. How can a brand tell a vulnerable story without becoming vulnerable themselves? Audiences will learn how brands successfully added their voice to these movements to redefine their ideal customer and how some became vulnerable to backlash by the emotionally charged group. This presentation looks at how a brand can tell a vulnerable story without becoming vulnerable themselves.

This presentation dives deep into knowing who we are and how we communicate who our brand is and how it can help our customers. By knowing ourselves we can reduce fracturing of our brand stories online and stay consistent in our messaging. When we don’t know what our over reaching story is, we risk losing our customers along their journey. Audiences will learn how to define their brand, choose their keywords, and craft content for a consistent brand story.