The New Brand Voice: Scaling Authenticity from Micro-Influencers to Global Tours
The era of the "top-down" brand message is over. As consumers become increasingly immune to traditional advertising, brands must pivot from being the narrator of their own story to becoming a character in the stories of others. This session explores the seismic shift from traditional media spend to influencer-led storytelling through the lens of a practitioner managing field marketing for the oldest brewery in America.
Drawing on real-world experiences from Yuengling Beer, this presentation pulls back the curtain on the entire influencer lifecycle. This presentation will examine the strategic portfolio approach: how to source and vet talent ranging from internationally touring musicians to local micro-influencers. Participants will learn the nuances of high-stakes negotiations, the logistics of executing partnerships in the field, and the "messy" reality of managing creative freedom within a regulated industry.
Whether a participant is a student or a seasoned marketing professional, they will walk away with a tactical playbook for identifying the right voices, closing the deal, and leveraging human-led content to drive physical results in a digital world.
Bio:
Neal Stewart is a marketing executive and educator who specializes in turning consumer brands into cultural moments. Currently the Director of Field Marketing at The Yuengling Company, Stewart has spent two decades driving growth for iconic brands like Pabst and Dogfish Head. He also serves as an Adjunct Professor at West Virginia University, where he teaches Social Media Marketing to graduate students. Based in Louisville, Kentucky, Stewart is known for blending analytical rigor with a storyteller’s instinct and a relentless curiosity for what’s next.