The Places We'll Go Marketing Show How Brands Shape Minds: Expert Explained - Phoebe Barter
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Jun 27, 2025 Phoebe Barter, Aviva's Brand Director with a rich background in emotional branding from Amex and Barclaycard, discusses the profound influence of brand stories. She reveals how vulnerability in leadership can transform 300-year-old legacies while navigating the modern marketing landscape. Phoebe shares her unique journey from architecture to marketing, highlighting the intersection of creativity and analytics. She also examines the impact of politeness in AI interactions and the challenges of personal branding in today’s digital world.
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Brand Is A Perception
- A brand is more than a logo; it's the perception held in a small corner of someone's mind.
- Brand experience shapes how people feel and think about the company beyond visuals and adverts.
Aviva's Founder and Pistols Story
- Thomas Bignold, founder of Aviva, carried pistols to protect himself from highwaymen 325 years ago.
- His idea to create a company that protects assets laid the foundation of Aviva's mission.
Power of Brand Storytelling
- Stories trigger emotional pathways in the brain, creating resonance and connection.
- Storytelling is essential for making brands relevant and engaging, beyond mere facts and figures.