More than anything a brand can say about itself, brands are ultimately defined by the communities that adopt them. Brands can tailor their storytelling to form strong connections with the communities they want to champion their brands.

In this session, explore the importance of targeting communities through insightful and powerful storytelling with Edrington’s James Kim and Annalisa Stone. Hear how the company has done this with their in-house creative team to recruit a new generation of whisky drinkers to their legendary portfolio of premium spirits.

Attend this session and learn:

• How targeting communities will focus your marketing resources to make bigger impact
• How to unlock growth by deepening our understanding of influential communities and the values that drive them
• How to align your brand’s storytelling to be irresistible to your target community