How brand expression is shifting to brand experience through content.
This virtual workshop will explore how brands can create unified, audience-centric experiences in an age of personalization and performance pressure.
Panelists
Alex Craddock
Alex Craddock
Chief Marketing & Content Officer, Citi
Kelly Fredrickson
Kelly Fredrickson
Head of Global Brand & Public Relations, T. Rowe Price
Kerry Nelson
Kerry Nelson
Head of Brand Marketing, Samsung Ads
Agenda
This virtual workshop will explore how brands can create unified, audience-centric experiences in an age of personalization and performance pressure. We’ll examine how to align brand and content strategies under one cohesive framework that connects storytelling with measurable impact. Through discussions on insight-driven creativity, shared metrics, and cross-functional collaboration, participants will uncover how to build brand experiences that are both distinctive and data-informed. The session will challenge teams to rethink ownership, partnership, and the balance between brand equity building and content performance.
We will cover topics and questions around:
From Brand Expression to Brand Experience
- How do brands maintain coherence when experiences are personalized and dynamic?- Are we over-prioritizing performance content at the cost of brand storytelling?
Unifying Brand Strategy and Content Strategy
- How can we design a single framework that aligns brand priorities to content themes?- Who should own “brand experience”?
Ensuring audience centricity that stands apart
- Are we over-relying on data dashboards and under-investing in audience insight?- How do you adopt the right consumer insights that lead to brand distinctness?
Measuring Brand and Content as One Measurement System
- What unified metrics that support brand and content performance?- What’s the right balance between leading and lagging indicators?
Collaboration Across Silos
- How can brand, content, and product teams co-create instead of handing off?- What’s the impact on the agency–client relationship to deliver brand experience?.
What’s Knotch?
What’s Knotch?
All-in-one platform for content intelligence & optimization. Knotch One enables you to prove and improve your content’s performance - making all content your top performing content.
Trusted by the largest (and now smartest) brands in the world.
“Before Knotch we did not understand what content was driving business results. Now we understand which content moves the needle. Knotch’s cohesive reporting and insights paint a real picture of what’s happening on our website instead of the patchwork quilt that comes from a Google Analytics approach. With Knotch we have been able to re-prioritize ad spend, route better leads to our SDR team, and inform our content development initiatives.”
"The Knotch platform ensures that we deliver high-performing content tailored to young home shoppers, enhancing their experience and driving better business outcomes.”
"Our partnership with Knotch has been highly successful, empowering us to leverage data-driven insights and refine our content strategy.”
We’re the authority in content strategy
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