ADVERTISING WEEK 2022: Communicating Values Through Brand Storytelling with Al Roker and John Deere

Описание: #alroker #advertising #johndeere
Connecting with an audience that cares about your brand takes a cleverly crafted and nuanced approach. Brand storytelling is the emotional value-driven connection between your brand and your customers.

The most powerful stories are compelling and authentic and amplify your brand's values. A recent Deloitte study found that "57% of consumers are more loyal to brands that commit to addressing social inequities in their actions. Essentially, consumers want to support brands that represent them and their values."

In this session, NBC personality Al Roker outlines effective social impact brand storytelling from John Deere, using a first-person narrative documentary film approach to champion their commitment to diversity, equity and inclusion while also addressing the racial inequities that have existed for generations of black farmers. The documentary Director, Eternal Polk, also previews a clip from the forthcoming film "Gaining Ground: The Fight for Black Land" to help give better insight as to how brands can effectively craft storytelling to communicate solutions to social issues.

DEEPER DIVE: Diversity, Equity, & Inclusion (DEI) are not just woke buzzwords. They represent a pivotal shift in the way brands, corporations, and day-to-day business is conducted. In the wake of George Floyd and BLM, the efforts by Madison Avenue and corporate America to instill and authentically communicate their DEI initiatives and actions have become highly prioritized.

Organizations — including brands such as John Deere — that make DEI a company priority also recognize the importance of communicating these ideals. In 2020, John Deere announced the establishment of LEAP (Legislation, Education, Advocacy and Production Systems), which is focused on the work needed to improve the lives and livelihoods of Black farmers with a particular emphasis on the preservation of Black-owned farmland in rural communities. John Deere enlisted Al Roker Entertainment to tell amazingly rich people stories in the form of a forthcoming documentary as a centerpiece of their core DEI messaging.

Connect with
"GAINING GROUND: The Fight For Black Land" gaininggroundthefilm.com
John Deere - LEAP Coalition: https://www.deere.com/en/stories/feat...

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Are you interested in hosting a screening of GAINING GROUND: The Fight For Black Land? Drop us a line at marketing@alroker. com