Matt Szymanowski, Creative Producer & Director at John Weston Group, gave an inspiring lecture "Setting the Northstar" during the Wrocław edition of CRASH Mondays.
“Setting the Northstar” is a workshop for any brand and client who wants to get to the heart of their message and brand identity before they start creating any meaningful communication strategy. The lecture contains knowledge useful both in campaigns and individual projects - it serves as the basis for any storytelling communication for all kinds of marketing and promotional activities.
The most important topic of the lecture was the magic of storytelling. Why do some slogans succeed and others fall into oblivion? How to identify and understand customer needs? What is the titular NorthStar?
These questions will be answered in the video of Matt's lecture, which is now available online.