What's your brand story? | Jeff Freedman | TEDxBeaconStreet

Relationships are the lifeblood of brands. Yet, brands often conduct themselves in ways that detract people as opposed to attract them. After more than 25 years of helping brands build relationships with people - and studying brands that have been most successful in doing so - ad agency CEO, Jeff Freedman, reveals how brands can craft and share a story that audiences want to be a part of. Jeff Freedman is the founder and CEO of Small Army, one of Boston’s top 20 ad agencies (Boston Business Journal) and recently named one of Boston’s top 10 small businesses by the Greater Boston Chamber of Commerce. Jeff is also the founder and CEO of Small Army for a Cause, the non-profit organization behind the national Be Bold, Be Bald! cancer fundraiser, which he founded after losing his business partner to cancer in 2009. Jeff is a regular speaker, panelist and blogger about brand storytelling, business leadership and corporate social responsibility. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

[@kaosookeke6629]

4 years later, this is the best resource I've found on brand storytelling...

[@VLeaders]

Wow! This was greatly explained. I now see why it has been hard for me to express my brand story. This is how I feel it should be represented and represented. Thank you for this, it has helped me and made me confident in sticking to my brand story and make sure every young girl knows her worth.

[@whowmoments2898]

I want to thank you for sharing this...it made all the difference in the world...I wanted to build something out of the 38plus years of domestic issues and childhood traumas in my life....I wanted what I went through to help someone else get through...I didn't think my story would be relevant, until I watched this video...thank you 😢

[@ec1222]

Excellent presentation. Thank you.

[@Taylor-jq6gu]

I liked this video but I wish I could find more examples of crafting brand stories for brands that create consumer products. It's alot easier for non profits, hospitals, charities etc to come up with touching brand stories around a shared belief. But what about consumer brands? It's much harder to find that shared, unique belief for employees of companies that make more typical products (outside of tech). Any tips or suggestions?

[@jazreelangulo3796]

Nghe xong bài này cái thấy tâm trạng buồn và nặng nề kinh khủng. Nhưng lại cứ phải replay hoài cả ngày😍

[@lostadv]

Very thought provoking Jeff -- thank you.

[@lindamartin4173]

REALLY good content! Thank you Jeff!

[@milindbhai1]

This is so superbly analytical. Super insight!!

[@aggiesoft]

This video seemed to land pretty well with me. I'm an amateur and this video added some sort of specifics and names to ideas that seemed to live in the gray area. Thank you for the insightful video!

[@HarshVardhanThiraniHVT]

Great great video, thanks Jeff !

[@mosesnyota2395]

Wow! I loved it. Profound presentation

[@jimmygeorgec4246]

Excellent perspective on brand building.

[@NehaPhookan1]

Just like L'oreal says because you're worth it! And every time I feel worthy of so much more

[@arifebe5648]

But if they really cared for you they would not destroy also your environment with microplastic for example. Or they would not profit from your need.

[@pyko04]

@@arifebe5648 Its not that they ruin the environment by using plastic, that's reusable over and over again, the ones that destroy it are the people that throw it away where they shouldn't. They are running a business, of course they have to profit, if they wouldn't do that they couldn't be able to help people.

[@experiment1580]

@@arifebe5648 Exactly. Seeing now how marketing and ads are basically manipulation. It sucks

[@youssefragheb4600]

What a different perspective! great presentation

[@chris-solmon4017]

To me it’s the product that makes the brand and sparks the relationship. It’s not the relationship that makes me want the brand. It’s the product and how much value it brings to me.

[@apacademy]

I think you nailed it. You don't need a publicist, brand strategist, and 10 social media accounts to prove that. I think they call it substance - one of the rarest commodities on earth.

[@TheRandyns]

So you are the consumer.

[@americakara]

Fantastic. 👏🏻 Thank you.

[@ElementsBrandManagement]

Great talk thank you for sharing

[@user-vf4in2uf5p]

Brilliantly put

[@rakaaira]

Thanks!

[@collindixon4518]

Very underated vedio 🔥

[@caryagos6112]

Watch this after watching Simon Sinek's 'Start With Why' and you'll understand the power of a 'Why', a 'Just Cause', or a 'Happily Ever After' in Marketing.

[@varshinir6489]

Shared beliefs

[@arifebe5648]

Well but is this really possible to truely sell products after good values in an capitalist economic system, where you make money out of not living up to yours values?

[@BenGurskyMusic]

audio needs some MV-2 lmaooo

[@erickdavid4257]

Why is the volume of this particular TED so mediocre?

[@iminthenimout88]

I don’t know

[@ColinBunston]

Audio way too quiet.

[@xgja33]

The shirt...

[@Fat_Daddy7697]

couldn't really hear him

[@jzk2020]

Speak up, we can't hear you in the back.