The Brand Movement Model: Turning Audiences into Advocates
In a marketplace overflowing with messages, the brands that matter most are not the ones people simply notice—they are the ones people feel connected to. In this keynote, Marc Paulenich introduces the Brand Movement Model, a practical framework for understanding how audiences move from apathy to awareness, alignment, and advocacy through emotional connection. Drawing on stories from entertainment, healthcare, fundraising, consumer brands, and everyday customer experiences, this session explores how trust, meaning, and shared moments create the momentum that moves people to care. Attendees will leave with a new way to evaluate customer journeys, not by asking only what message reached people, but what made them feel connected.