Published: July 2019
Tech Open Air is an annual event, held in Berlin, exploring the future of technology and how our world is evolving. Our Founder & Creative Director Tom Chown was invited to join a group of creative businesses in Kent as part of ISE2Seas attending TOA19.
Journalist Cal Fussman spoke to a packed Studio 1 audience about ‘How to Tell Your Story’. During his illustrious career he’s been fortunate enough to interview high profile figures, including President Gorbachev and Muhammad Ali.
Cal shared his secrets for cutting through the increasingly noisy world we live in, with good old fashioned storytelling.
All great stories start with vulnerability; we need vulnerability to step into the character’s shoes. Always aim your first question to the heart, which follows the pathway to the head, and then to the soul.
A single question can get you to the most powerful people on earth.
Björn Welter is a brand disruptor, who’s spent that last decade leading some of the most popular tech, food and consumer brands.
From the belly of Studio 2 he shared his insight into how to build a connected community, the heart of which rests in our DNA, appealing to our deep-rooted inner child; to feel protected, to explore our environment and find a sense of belonging.
As humans we need family and a circle of friends to not feel lonely, whilst seeking a purpose in life and a sense of belonging.
When brands are able to tap into this psychology and clearly demonstrate their purpose, this leads to empathy, understanding and enables them to connect with their customers and build strong communities of loyal followers.
The strong sense of belonging was echoed by Marie Chevrier from Sampler, a platform which sends consumers samples and start a conversation, helping retailers to move from selling a product to a ‘brand experience’.
Online shopping has destroyed the traditional relationship between manufacturers and retailers, with the disruption caused by the likes of Amazon, high streets globally are changing. This has led to a fragmented market for retailers where the product is less important to the customer.
People buy based on values, convenience, performance, lifestyle, personalisation and exclusivity. Physical retail isn’t dead, boring retail experiences are.
What do your consumers think about their lifestyle, not your product. Create a conversation and make it an experience work sharing.