Christopher Brace is the Founder & CEO of Story Legacy, a qualitative research partner that uses storytelling to find the deepest “why” for brands. He is deeply committed to helping insights teams make strategic contributions to their brand partners by uncovering the implicit motivations of consumers and shoppers. He has over 30 years of experience across brand management, strategic planning, shopper marketing, insights / research, and management consulting. Christopher brings a strong strategic perspective to building research so it delivers insights that are easily activated.
Sessions
Apr 29
2:25 PM - 2:45 PM EDT
Green Stage
Brand & Growth Strategy
Emotional Engagement
Manufacturing/Durables & Auto
The Science of Inspiration: A New Competitive Advantage
The future of competitive advantage lies in moving from manipulating consumers to inspiring them through emotional resonance. Brands in low emotional-involvement categories often believe inspiration is out of reach. But neuroscience tells us that any brand, in any category, can be inspirational if it knows how to tap into what truly inspires their target audience. Finding that inspiration is the Key Takeaways: 1. The difference between inspiration and manipulation. 2. Why inspiration builds stronger, longer-lasting connections. 3. The four-step thought process consumers follow and where inspiration matters most.
