The document discusses the importance of storytelling for connecting with customers and conveying a brand's value proposition. It notes that in today's fast-paced digital world, maintaining customer attention and loyalty is difficult, so authentic, emotionally engaging stories are core for marketing. The rest of the document consists of quotes from Ed Saxon about how stories inspire empathy, change behavior, and draw people together, and how brands must use compelling stories and visual storytelling to engage customers with limited attention spans.

1. CMO/Marketing Future Series:
The Power of Story

2. CMO/Marketing Future Series

3. CMO’s Notebook: Ed Saxon - The Power of Story
Fleeting attention spans. Hard-to-earn loyalty. Harder-to-earn revenue. In
today’s fast-paced, competitive digital world, engaging customers has become
increasingly difficult. As a result, connecting with customers and prospects
through authentic, emotion-provoking storytelling is now core to
communicating a brand’s value proposition for B2C and B2B businesses.
The 64th Annual Academy Awards - 1992 – “The Silence of the Lambs”
Jodie Foster, Anthony Hopkins, Edward Saxon, Jonathan Demme, Ronald M. Bozman, Ted Tally, Kenneth Utt

4. CMO’s Notebook: Ed Saxon - The Power of Story
Ed Saxon
‘What I love about stories is that they are big conduits and
emotional pipes into people, so they inspire empathy, they
change behavior, and they draw us closer around a common
campfire. I think stories help make us more authentically
human. We unite around our stories. Stories are at the
center of our identity. Man has thought in stories since the
beginning. Stories are how we make sense of the world’.

5. CMO’s Notebook: Ed Saxon - The Power of Story
‘As a filmmaker or a brand builder, you have to create a stronger
emotional pull ... for customers to part with their money than the
emotional pull that makes them want to keep their money’.
‘A quote I love on the power of emotion comes from Maya Angelou:
“I've learned that people will forget what you said, people will forget
what you did, but people will never forget how you made them feel’.

6. CMO’s Notebook: Ed Saxon - The Power of Story
‘Now -- because there are so many competing messages bombarding us,
and because people expect empathy from brands, and expect brands to be
as relevant to them as the people they interact with -- it is a necessity for
brands to engage, visualize, communicate, and connect with compelling
brand stories. This becomes an integral part of brand identity.
In today’s fast-moving digital world, where we all have one-second attention
spans, and we are changing channels faster than we ever have, people will
cut you off after just a few seconds. You have a limited amount of time to
engage them. So if you don’t have something that hits them quickly and
resonates, your brand is irrelevant -- and you will become irrelevant fast’.

7. CMO’s Notebook: Ed Saxon - The Power of Story
‘In a digital age, we are much more visual storytellers and story consumers
because everyone relates to everyone else on a screen. And once you have
a visual identity for your personal brand story, people expect to see it
presented in an organized way everywhere they see it’.

8. CMO’s Notebook: Ed Saxon - The Power of Story

9. CMO/Marketing Future Series:
The Power of Story

10. CMO/Marketing Future Series
Authoritative Sources on the Changing Role of the CMO
2015+ Mega Trends & Issues Impacting CMOs

11. CMO/Marketing Future Series
Kathleen Schaub, VP, CMO Advisory Service Practice IDC
“Our theme for 2015-18 is turmoil versus transformation. There’s a lot of activity going
on & some people are actually moving forward, but there’s also a lot of spinning & a lot of
trial & error. We see that marketing transformation is at a point where marketing
people get that they’ve got to take new roads & these roads need new & different
kinds of content. They need to start engaging with buyers earlier. They need to use
data to personalize. They need technology in order to be able to accomplish that.
These fundamental facts about modern marketing everyone gets now. Marketers pretty
much all tried to do this & now realize how difficult it is, how inter-related it is & how
much has to change in such a fundamental way in order to be able to make this
happen. There are a few places here & there that are starting to put things together, but
the scary stories are coming back as often as the winning stories.”

12. CMO/Marketing Future Series
Jeff Pundyk, VP, Content Marketing & Strategy The Economist Group
“Where does marketing end & sales begin? Increasingly, the answer is that marketing doesn’t end at
all. According to a new study conducted by my colleagues at the Economist Intelligence Unit, the most
progressive marketers are taking up the challenge of winning over their customers at any &
every point in the customer journey.
In a customer-centric world, one where the traditional sales funnel has given way to the 24/7 customer
experience, more & more marketers are taking the lead in developing & nurturing customer
relationships, wherever & whenever. For the most progressive marketers, the job has moved
beyond branding to fostering engagement, an activity that is measured in sales. More than 60% of
marketers surveyed said that engagement is realized in customer renewals, retention, & repeat
purchases.
What’s more, three-quarters of those surveyed see engagement occurring in the middle or late
stages of the classic sales funnel, while less than a quarter view engagement in terms of
marketing’s traditional role of building brand awareness.”

13. CMO/Marketing Future Series
The 5 Biggest Trends Being Predicted at the End of 2015

14. CMO/Marketing Future Series
2015+ Mega Trends & Issues Impacting CMOs
Not in priority order
1. Consumer expectations for immersive, interactive, engaging brand storytelling will take off
with virtual-reality storytelling & VR tools (Oculus) allowing audiences to experience an event
rather than just read, hear, or watch it.
2. Lead end-to-end customer experience journeys, with customer experience trumping leadership
of advertising campaigns. CMOs will be champions of great experiences at every step of their
customers’ journeys.
3. CMOs will use multiple data sources to personalize a high-value customer journey - unifying,
integrating personalized experiences for individual customer’s by connecting their data from
every interaction at each touch point.
4. Marketing organizations will deliver compelling content at all stages of the buyer journey.
5. CMOs will drive budget increases by attributing multi-channel campaign

15. CMO/Marketing Future Series
2015+ Mega Trends & Issues Impacting CMOs
Not in priority order
6. CMOs & CIOs will have a shared roadmap for marketing technology.
7. Focus on digital engagement to facilitate smart engagement & the analytics to understand &
optimize the customer experience across omni-channels.
8. Build a more holistic marketing function - one that blends brand building, customer experience,
enduring relationships, & revenue generation.
9. Mobile will be at the center of all marketing to reach people through their mobile devices - always
within arm’s reach & accessed constantly.
10. iBeacons & next gen GPS everywhere - location is the new cookie - a new way to track the
movements of consumers across day parts & media types. CMOs invest in mobile/location
infrastructure to do contextual targeting.

16. CMO/Marketing Future Series
Let’s vote for & discuss the 2015+ Mega Trends & Issues most important to you
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17. CMO/Marketing Future Series
THANK YOU

18. CMO/Marketing Future Series:
The Power of Story