Digital: The Future of Storytelling at Estée Lauder

“Marketing is not about the stuff you make, it’s about the stories you tell,” said Alicianne Rand, executive director of global content and influencer marketing at The Estée Lauder Cos. Inc.

Storytelling is an increased focus for Estée Lauder, which has a daily reach of more than 177 million people on Facebook and Instagram. In her talk, Rand outlined four questions the company considers when it comes to the storytelling process: “what drives us,” “who inspires us,” “how do we execute” and “where are we going.”

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