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

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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