The Fiat Brand Storyscape
presented by:
Casey Hurbis
Head of FIAT Brand
Communications and Advertising
FIAT USA
Story is the key ingredient for connecting brands and consumers - stories are patterns that help us make sense of the world and these patterns are wired into our brains. This is more important now than ever as the consumers’ world evolves, communication paths explode, and digital experiences become pervasive. We are learning to move beyond thinking in story lines, and are now leveraging story systems to connect to consumers on their terms. Think about it like this – we’ve moved beyond creating ads to creating worlds. We’ve moved beyond simply telling the consumer our brand story in a compelling way to figuring out ways to have our products or services become part of the consumers’ story.
We call this Storyscaping. In Storyscaping, we identify an Organizing Idea to govern the entire communications and experience landscape in which the brand and consumer can create a "shared story". Social plays a crucial enabling role in these powerful brand-consumer ecosystems.
Casey Hurbis, Head of FIAT Brand Communications, will take us through the Storyscape for the hugely successful launch of the FIAT Brand - specifically the role social media played in bringing the brand to life. In addition, Casey will discuss how a strong brand Storyscape empowers social media to create brand stories on par with - or stronger than - other traditional branding channels.
ABOUT CASEY HURBIS
Casey Hurbis leads all advertising and communications for FIAT North America. Under his direction, FIAT has been firmly re-established in American culture as a result of buzzworthy projects including Super Bowl sensation, Seduction (with supermodel Catrinel Menghia), a cheeky project with Charlie Sheen, the beautiful Immigrants commercial (which featured a hit song from music stars Pitbull and Ariana) and the recent "Mirage" campaign with P. Diddy and the hit song, "Happy" by Pharrel Williams.
PARKING
Parking at the dealership is limited. Additional parking is available in the lot behind the dealership, off of Bowers Street (in the former Baker's Square location).
AGENDA
6:00-6:45pm - Registration/Networking
6:45-7:15pm - Speaker Presentation
7:15-8:00pm - Networking
Registration includes hors d'oeuvres and beverages.
Thank you to our Beverage Sponsor:
REGISTER EARLY...SPACE IS LIMITED!
MSED Event Confirmation/Cancellation Policy: Registrations are not considered definite or confirmed until payment has been submitted. Cancellations will be accepted until 5pm on Thursday, April 10th. Cancellations received by this date will be refunded less a 10% administrative fee, with a minimum charge of $5. Refunds cannot be issued for cancellations received after this date; however, substitutions for another person to attend in your place are gladly accepted.