Detroit Startup Week 2019

Marketing today is mostly left brain. Brands believe the secret to a sale is to logically convince a
shopper to buy their product. This left-brain approach creates a category white noise often
ignored by shoppers.

So, how can a brand breakthrough the white noise?

The answer is powerfully simple: mine brand stories to create emotional connections with
potential customers. The reality is people buy based on emotional connections. In other words,
a brand needs to market to the right brain by uncovering and sharing memorable stories in
order to break through the category white noise.

In this session we will discuss how to break through the category white noise in three simple
steps. The first is audit the left-brain, the white noise in your category. Secondly, we will discuss
different methods to uncover your brand story. And finally, we will reveal an approach on how
to link brand stories with a person’s desires.

Learning Objectives/Key Takeaways for Participants:
• Understanding the concepts of left-brain marketing and how to do a left-brain audit.
• Different methods used to uncover your brand story.
• How to pinpoint stories that connect to desires of potential customer.