Joe Lanzisero talks about the importance of creating human connection through story. The audience will learn how to find and tap into a brand’s true essence and turn it into retail experiences and campaigns that connect with customers. Lanzisero uses case studies not only from projects he designed during his 37 years at Disney but also from his consulting for retail brands such as Macy’s, Whirlpool, and Wolf to show the process of how to derive brand essence, break down the foundational narrative in order to best approach and integrate an underlying storyline and how to design consistent, powerful messages that unite brands and connect their message with large audiences.