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Table of

Contents

Introduction / page 6 Keynote Remarks from Richard Edelman, CEO / page 9 Aligning Cultural Moments / page 14 When Character Counts / page 24 Activating Employee Engagement / page 28 What’s Working Now In... / page 34 Becoming Brand Storytellers / page 48 Creating News in a New Way / page 54 Data Driven Storytelling / page 64 Telling Stories that Make Both the Brand and the World Better / page 66 Freshman Class at Edelman / page 76 Index to Presenters and Panel Participants / page 80