Fiona Le Brocq on brand relevance

Fiona Le Brocq, Senior Executive of Brand and Marketing at Medibank, sits down with host Mark Jones to discuss how to build brand relevance through storytelling. She talks about Medibank's 'What is better' brand campaign, how to share the personal stories of your members, and deliver value in a market experiencing disruption. Resources Medibank's "What is better" campaign Medibank at Home Medibank at Home: Liam's Story  You might also like… Brent Smart on strategic risk taking in marketing Jane Power on long-term value creation Chris Taylor on marketing Australia's biggest serial killer The CMO Show is an award-winning podcast about brand storytelling, brought to you by Filtered Media. Chapters 0:00 - 2:08 | Introducing Fiona Le Brocq 2:08 - 6:10 | Agency vs brand-side marketing 6:10 - 17:10 | Leadership in marketing 17:10 - 30:14 | The power of unscripted storytelling 30:14 - 37:38 | Understanding your customer's beliefs 37:38 - 39:05 | Closing thoughts from Mark Jones