BrandSmart Conference Notepad Takeaways

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Another year, another fantastic BrandSmart event. T60 is a ChicagoAMA sponsor and with good reason. It’s a marketing organization that puts on awesome conferences like this one, so we’re happy to be a part of it.

This is the second BrandSmart conference we’ve attended. I took some good notes this year and thought I’d share some of the things that caught my attention…

Out create, don’t out spend. Jeff Charney, CMO, Progressive

Disruption is alive and well. –Jeff Charney ** watch our vlog for more thoughts on this topic

Relevance or Bravery? Both. You can’t be one without the other. –Jeff Charney

They were watching the videos from beginning to end and engaging with us. Victoria Morrissey, Brand & Ad Strategy, Grainger

Improve your conversion funnel, go big with the type of content… audio, video, other visuals. Andy Crestodina, Co-Founder & Strategic Dir., Orbit Media Studios

Any company is going to benefit from video testimonials. –Andy Crestodina

It’s emotionally unsatisfying not to get a story from someone. –Andy Crestodina

Authenticity is the key to brand storytelling. They story has to be based on a truth. Cathy Fracque, Managing Dir. B2B, Ogilvy Chicago

brandsmartWhen you have no money, all you have are the people in your company and the people who buy from you [tell their stories]. Roberta MacDonald, Sr. V.P. of Marketing, Cabot Creamery

Whatever is real has longevity. –Roberta MacDonald

Everyone in the organization has a story but doesn’t know it. Steven Handmaker, CMO, Assurance

Video will rule the day here [in content marketing]. –Steven Handmaker

The pace of change will never be slower than it is today. Julie Fleischer, Dir. of Media & Consumer Engagement, Kraft

It’s hard to get people’s attention, much less tell a story. –Julie Fleischer

We weren’t connecting to the hearts of people anymore, and that’s what we need to get back to. –Julie Fleischer

We show videos at events like this because they get you going. –Julie Fleischer

Find the “why” for each social media channel you’re using. —Joe Pulizzi, Founder, Content Marketing Institute

Create a content strategy mission statement. —Joe Pulizzi

Social Sharing Ratio | Influencer Content : Content Marketing : Sales (4: 1 : 1) —Joe Pulizzi


Great stuff! So much of it tied into what video does best… telling stories and tapping emotion. I tweeted during the after-party…

brandsmart tweet

That about sums it up. I couldn’t have been happier to hear speaker after speaker talk about the value video brings to content marketing. Clearly… we’re big believers in the power of video as well.

There are many types of marketing videos organizations can use to promote themselves. They’re a great way to get attention and influence feelings.

Video is definitely a smart thing for brands to produce.

–Tony Gnau


Tony Gnau - T60 ProductionsTony Gnau is the Founder and Chief Storytelling Officer at T60 Productions. He’s a three-time Emmy Award-winning journalist, has led T60 Productions to winning 18 Telly Awards for its corporate videos, and is the author of the Amazon #1 Bestseller “Lights, Camera, Impact: storytelling, branding, and production tips for engaging corporate videos.”