From Features to Storytelling: How to Bring Your Story Alive Based on Real Consumer Expectations
Wednesday, 9 December, 12.30-13.00
Turning innovation, claims and features into a story people find meaningful and valuable. This talk shows how to turn consumer data, sourcing, legislation and features into a story that stakeholders and consumers can understand, value and act on. The industry has solved a lot of the technical problems. But it has not solved the consumer trust gap: the distance between what a brand can truthfully claim and what a consumer can meaningfully understand and value. The session focuses on Above The Clouds’ From Feature’s to Storytelling model, a five-step toolbox: Source, Substance, Meaning, Story and Trust. Presented with real cases, and a step-by-step way of working structure that you can bring with you home. Use it to define the proof worth telling and build a narrative that holds across product, marketing and how your own teams talk about it.
Fredrik Ekström is an international brand consultant, based in Stockholm and founder of Above The Clouds. With 20+ years of experience, he helps progressive outdoor, sports and lifestyle brands turn consumer insights into strategies, concepts and storytelling. He leads The Future Series and created The NXT Outdoor Consumer Report and The NXT Sustainable Consumer, based on data from thousands of consumers across the Nordics and Germany. He has worked with Houdini, Dometic, Gore-Tex, MINI A TURE, Tretorn, Weekday and Monki. A frequent speaker at outdoor summits and trade shows.
