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“Make sure to get the latest book from Kevin Roberts, Chairman of Saatchi & Saatchi and author of : the Future Beyond Brands: : Leadership in a Crazy World.
Read more here: http://bit.ly/2aBO2IO

Tune in tonight to hear Kevin Roberts, chairman of Saatchi & Saatchi and author of , speak on

7:30a ET/11:30a GMT/11.30p NZ on Facebook Live

"“It is an entirely new and more intimate way to tell a story, where the brand has the opportunity to feed to the consumers exclusive never-seen-before scoops, making them feel special and closer to the brand, and at the same time get their real and genuine responses on the content."

Snapchat’s unpolished content establishes closeness between brand and consumer As content consumption continues to shift toward mobile devices, Snapchat is benefiting due to its quick bursts of immediate entertainment.

"But even as social media influencers are landing bigger and better brand deals, some brand mascots are going in the opposite direction — moving from the TV screen to become social media stars themselves."

As social stars gain influence, the brand mascot becomes an endangered species Brand mascots -- like Burger King's retired monarch -- have fallen out of favor as brands increasingly turn to social influencers on Snapchat and Instagram.

"Positive use of emotion dominates – 20% of worldwide use is for just one emoji (a face with tears of laughter) and millennials are starting to hack into the limited Unicode character set to create their own combinations of emoji and a whole new form of language. Ultimately this is leading us into a new era: the era of non-textual, written communication."

The rest of the world is speaking a new language The rest of the world is speaking a new language, It's the 30th year of SXSW, and I'm a relative newbie, writes Rob Bartlett, head of O2 at VCCP. | Marketing Magazine

"The practical art of what we’re terming ‘Sensecraft' allows marketers to identify and deploy tangible initiatives to enhance the consumer’s experience of the brand, which will increase both brand preference and the satisfaction of buyers who have chosen that brand."

‘Sensecraft’: 5 marketing lessons on appealing to the senses Apple. Everyone knows what the tech giant looks like. An iconic half eaten logo synonymous with a chic, intuitive feel. But what would...

"As we move forward we need to blur the boundaries between technology and human connect in our communications. .. It is time we realise the fundamental difference of the audiences in this space and the possibility that it offers."

In perspective: From telling stories to living them Though I believe creative agencies are still storytellers at heart, the stories, the audiences, the purpose and the mediums have gone through a sea of change.

"Unruly found that Android’s "friends furever" 2015 ad, which is the most shared ad of all time, made people feel four times as happy as the average ad. The research from Unruly added: "Happiness is the most common emotion people felt while watching video content during the same period.""

Brands aren't making people laugh, says Unruly Brands are failing to make people laugh, according to Unruly, which has launched a tool that shows viewers' emotional responses.

"...Higher than average dwell times and the continued rise in airport passenger traffic... it’s clear to see why travel retail might possibly be the perfect environment for face-to-face brand storytelling and true brand engagement."

Could travel retail be the perfect environment for brand storytelling and deeper brand engagement? With the news that WHSmith stores in travel retail environments have outperformed its high street counterparts over a 20-week period to...

"...Why are travel brands falling so far behind their counterparts in other industries? One obvious element that is often cited is around frequency. Leisure travellers especially simply do not travel enough to have an emotional attachment to a particular travel brand."

Want an intimate relationship with a travel brand? No hugs there Social media and online travel agencies have been blamed for the poor state of relationships between consumers and travel brands.

"The sometimes stark world of digital intelligence has led people to pull back and rediscover the joy of getting emotional, with brands now targeting 'emotional data.."

The future of emotion The future may involve using layers of ‘emotional data’ to help us make better decisions more in tune with our mood or emotional make-up.

"Adding more emotion, and more ways to express that emotion, is a powerful idea, especially in social media, where billions of conversations are conducted every day between friends, family, and even strangers."

Only 6 emotions, Facebook? Think bigger This week, Facebook rolled out to its 1.55 billion active users a mini-dashboard of new reaction icons designed to make it easier for people to express how they feel about a post in more situationally appropriate ways than a simple “like” could ever do.

“Storytelling changed my business and changed my life.” You would expect an author to say those words, or perhaps a screenwriter or playwright, but they belong to luxury hotel mogul Steve Wynn.

How Southwest, KPMG And Wynn Turn Employees Into Crusaders In business, great storytellers build great cultures and great culture attracts and motivates great people.

"While marketers often talk of customer acquisition, engagement, and retention, [Andy] Donkin prefers to focus on activities at the top of funnel, where Amazon can “generate demand signals at scale.” He’s seeking those signals that provide evidence of an emotional connection to his brand."

Emotion vs. function: How Amazon made its game-changing Super Bowl ad Just moments after Carolina Panthers' Cam Newton was sacked in the second half of Super Bowl 50, a short video clip of famed quarterback Dan Marino rushed and blitzed across social media: "You're blowin' it bro,” Marino said in the repeating loop, as if chiding Newton.

Calling new directing talent! Entries open for our bit.ly/1Wld92K

"Before you slap smiley faces all over your content marketing strategy and call it a day, pay attention to the specific findings of these studies. Using faces appropriately requires a bit more creative thinking..."

What the Neuroscience Behind Faces Means for Your Content Marketing Strategy Marketers know faces are important to connect emotionally with people, but what does the science say about how exactly you should use them in content?

"The New Zealand bank BNZ created EmotionScan, which uses state-of-the-art 3D facial imaging coupled with Artificial Intelligence to analyse people’s emotions in real time – the objective being to “discover how they feel about their money, so that they are better with it”."

Facial Coding Technology: When Looks Can’t Be Deceiving Facial coding technology may be about to shake things up in the world of content marketing, but its applications are not without their troubles

"Traditional sentiment analysis of good/bad/indifferent doesn't adhere to emotional constructs," noted Canvs founder and CEO Jared Feldman. "We are trying to capture a wider range of emotions." Those range from "boring" to "mindblown".

Marketers Hunt Emotional Response LONDON/NEW YORK: Marketers have an increasing number of options for assessing the emotional response of consumers to campaigns, as the research sector develops a range of tools to measure both verbal and non-verbal reactions.

"[Data analysis] allowed the company to conclude that there were 38 distinct emotions associated with the beginning of 2016, including amazement, harmony, generosity, indulgence, excitement, optimism, resolution, love, and of course, good cheer."

This Beer Was Perfectly Crafted Using Social Media and Data Science The secret to really great beer? It's not great hops, the right aging barrel, or even really great company -- it's data.

"From sentiment to romance, melancholy to sympathy, emotions of many sorts are used to full effect by the brands appearing in BrainJuicer's FeelMore50 list of the most emotional ads of the year."

Brands Draw on Emotions in Best Advertising From sentiment to romance, melancholy to sympathy, emotions of many sorts are used to full effect by the brands appearing in BrainJuicer's FeelMore50 list of the most emotional ads of the year. By Tom Ewing

"We must do a better job appealing to peoples’ subconscious to trigger emotions and evoke desired behaviors. Bob Liodice noted, “Marketers are no longer getting the expected results from their advertising and promotion. Old-fashioned brand-building is becoming a relic of a bygone era.”"

Brandspeak: Finding Brand Love in a Swipe Left World In a guest post, Kevin Perlmutter compares Tinder to the relationship between brands and consumers, and discusses the important role music can play

""I really do believe that it's only through the best storytelling that [brands] can successfully break through and forge that meaningful, immediate and long-lasting connection. It just creates a whole different imperative..."

Taco Bell Serves Up Stories With Purpose Taco Bell, the quick service restaurant chain, is tapping into the power of storytelling and brand purpose to build meaningful relationships with its target audience.

"What makes content shareable, even years after it’s been initially released? What is it about this kind of content that causes such a powerful reaction – and prompts an audience to tell their friends and family about it?"

The power of empathy in content marketing Snackable content can give the numbers a boost – but it’s content with a meaningful message that has enduring appeal

"There’s already a good amount of research on how logos influence customers. For example, a 2011 study found that when a company has an incomplete logo (think IBM), people perceive the business as more innovative but less trustworthy."

Why The Shape Of A Company's Logo Matters Welcome to a world in which curves are a good thing.

"Facebook researchers started the project by compiling the most frequent responses people had to posts: “haha,” “LOL,” and “omg so funny” all went in the laughter category, for instance... Then they boiled those categories into six common responses, which Facebook calls Reactions: angry, sad, wow, haha, yay, and love."

Inside Facebook’s Decision to Blow Up the Like Button Chris Cox wants to mess with Facebook’s secret sauce.

"Consumers’ expectations have been changed by the companies that lead with experiences. Consumers are not prepared to sacrifice some form of transactional monetary value for an experience that doesn’t work for them."

Loyalty Is an Emotion, Not a Transaction Without a great experience, loyalty programs are less valuable to customers and abandoned early on even if they promise discounts.

"As Boomers move from the crowd-thinking of their youth to personal uniqueness in their older years, marketers should offer those messages that generally reflect a conditional (vs. absolute) tone, allowing each reader/viewer to interpret the message based upon their own needs and desires."

To Connect With Baby Boomers, Shift Your Marketing Paradigms A paradigm is not a way of doing things; it is a way of thinking about things. A new marketing paradigm cannot be understood according to the rules of the paradigm it replaces.

""From a process perspective, we take in information from our five sense, and then the first thing our emotion centers do is decide whether it's relevant. And if it's relevant, that's when the show begins. We direct intentional resources toward it, [prompting a] coordinated brain and body response that begins to process it.""

What Makes Buyers Tick: Dr. Carl Marci of Nielsen Consumer Neuroscience Dr. Carl Marci is chief neuroscientist at Nielsen Consumer Neuroscience.

"Instead of just listening to sounds, Sound Matters will explore how sounds are heard, the stories told about said sounds and the ideas, inventions, discoveries and possibilities that “live in the realm of the audible.”"

Bang & Olufsen Traverses Soundscape Ecology in Podcast Series Curating sounds that align with a brand’s ethos can help share DNA while allowing consumers to explore its products and message.