We kicked off our new webinar series, The Power Series, two weeks ago. Yesterday, our third episode, called The Power of Narrative, went live, with an amazing panel of thought leaders. The panel included fashion journalist and author Dana Thomas; Deputy Editor at the Financial Times’ How to Spend It Magazine, Beatrice Hodgkin; and CEO of The House of Garrard, Joanne Milner.
The panel shared their thoughts and experience on how the stories we tell can still be powerful, even without a product launch or big announcement. Our panel discussed how the words we choose to communicate can make a big impact, led by questions from Positive Luxury CEO, Diana Verde Nieto.
Diana began the conversation by asking the panellists how they each interpret the meaning of the word narrative. “A narrative is just a way to make sense of the world, and it’s a way to connect with whoever you want to share your story with,” said Beatrice. Joanne added, “From a brand perspective, you have to set the narrative of your brand, and within that are the stories that bring that narrative to life. At Garrard, we have almost 300 years of stories. But those stories have to be in context and connect with the audience. They have to resonate, otherwise they’re just stories.”
The panel then discussed how things are changing through the coronavirus pandemic, and how connecting with each of their audiences has evolved. Diana asked if narratives about the way we ant to live are changing. “I think the hustle culture that has dominated business for the last 8 to 10 years, where everything is sped up and we need to fly here and go there, that’s all been turned off, and it needed to be,” said Dana. “It was all unsustainable at the pace we were going. I think people are going to rethink their approach to life, which of course means they’re changing their everyday narrative, and what they’re going to project.”
For more from each of our amazing panellists, including advice and the Q&A responses, watch the entire webinar by clicking on the button below. Then, register for the next episode in the webinar series on Thursday, 16th April, The Power of Digital Communities, here.
WATCH IT HERE
If you want to connect with us and have stories to share, please email us on hello@positiveluxury.com. Stay well and stay positive.
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