<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089abce6aafbb57d0a4f44_6526db77cb04b01ac8e4586a_Telling%2520stronger%2520brand%2520stories.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Telling Stronger Brand Stories with Emotive and Behavioural Marketing</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>7 December 2023</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Thu, 7 Dec 2023 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <p class="gn-lede gn-reveal">With <strong>71% of customers</strong> recommending a brand based on their emotional connection to it, are you adopting a more '<strong>emotive</strong>' approach to your marketing activity?</p> <p class="gn-reveal">In this virtual session, our experts discuss the ever-more <strong>competitive nature of brand-audience relationships</strong>, the challenges of taking a more '<strong>emotive</strong>' <strong>approach</strong> to your creative/brand strategy, along with the practical opportunities for <strong>in-house leaders to drive behavioural marketing in 2024.</strong></p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">On the agenda</div> <h4>What this session covers</h4> <ul> <li><strong>Getting started.</strong> How to assess your brand's resonance and engagement with your audiences, and the building blocks of behavioural marketing.</li> <li><strong>'Emotional' marketing.</strong> What to consider when investing in emotional or behavioural marketing, and the common mistakes in-house leaders can encounter.</li> <li><strong>Defining your strategy.</strong> Practical guidance for nurturing your audience through direct engagement, advocacy, branding, and creative activation.</li> <li><strong>Next steps.</strong> Measuring the impact of your refreshed strategy, next steps, and final advice.</li> </ul> </aside> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Speakers</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Alistair Robertson</span> <span class="gn-speaker__role">Partner · Nucco</span> <a href="https://www.linkedin.com/in/alistairrobertson/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Becky Holland</span> <span class="gn-speaker__role">CEO · BH&amp;P</span> <a href="https://www.linkedin.com/in/rebeccaholland/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Kohlben Vodden</span> <span class="gn-speaker__role">Director · StoryScience</span> <a href="https://www.linkedin.com/in/kohlben/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Philippa Oliver</span> <span class="gn-speaker__role">Strategist · Leith</span> <a href="https://www.linkedin.com/in/philippao/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Sue Benson</span> <span class="gn-speaker__role">Founder &amp; Managing Director · The Behaviours Agency</span> <a href="https://www.linkedin.com/in/suebenson-brand-happiness-expert/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <p class="gn-reveal">Got a specific challenge? This limited workshop session will allow you to ask key questions that shape the conversation, register below to reserve your place.</p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/playback-the-science-of-storytelling-how-to-create-emotional-connections-with-your-audience" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Playback: The Science of Storytelling - How to Create Emotional Connections with Your Audience</span> <span class="gn-related__excerpt">Strategy and CD experts share the psychology of memory, common creative mistakes, and pitch frameworks that build stronger audience connecti</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-your-customers-understanding-buying-behaviours-in-retail" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in your Customers - Understanding Buying Behaviours in Retail</span> <span class="gn-related__excerpt">Agency experts break down the &#39;Messy Middle&#39;, data-driven audience analysis, and how to translate behavioural insights into sharper targetin</span> </a> </li> <li class="gn-related__item"> <a href="/articles/updating-your-brand-strategy-for-a-new-landscape" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Updating your Brand Strategy for a New Landscape</span> <span class="gn-related__excerpt">Audience behaviour has shifted, and your brand strategy may need to catch up. Get practical frameworks for updating research, creative, and </span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-b2b-brand-building-using-b2c-brand-strategies" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in B2B Brand-Building using B2C Brand Strategies</span> <span class="gn-related__excerpt">Emotional marketing, storytelling, and seamless buyer experiences: discover which B2C brand tactics translate to B2B and how to overcome the</span> </a> </li> </ul> </aside>