Engineering Stories: How to Market Technology to Humans

Wednesday 2:15pm-3:00pm

Engineering Stories: How to Market Technology to Humans

Speaker: David Baeumler | Executive Creative Director, Centerline Digital

Having worked with IBM for nearly 20 years, David had become well versed in telling complex stories that actually mean something to humans. We partnered together to help successfully position and launch the IBM LinuxONE brand. Our combined thoughtful and authentic approach positioned IBM as modern company that always has an eye to the future. This wasn't just a technology product launch; it was truly an exercise in telling a strategic and creative story to a very distinct and technical audience.

You will learn: 

  • Best practices and exercises on how to find unique and powerful stories
  • How to evaluate stories ensuring they meet strategic goals
  •  How to creatively and strategically tell stories to highly specific audiences