Ever wonder why some stories just grab you by the heart? Want to know how you can connect with customers on a human level?Today I’m sitting down with my friend Christine Gillies—she's not only one of the Globe & Mail's Best Executives for 2023 but also the CMO at Blackline Safety. This Calgary-based company specializes in revolutionary wireless, wearable sensors designed for industrial or remote work environments.This conversation is unlike any other as Christine courageously opens up about surviving the 9/11 attacks, escaping from the 87th floor of the World Trade Centre. Christine brings that resilience into her marketing expertise, advocating for the power of vulnerability and authenticity in brand storytelling.From the value of asking the right questions to connecting people in impactful ways, this conversation is a must-listen. Get ready for actionable insights and an inspirational story that will stay with you long after you've tuned out.This is truly one of my favourite conversations, with one of my favourite people, and I hope you enjoy it as much as I did.Here are the highlights from this episode:06:40 - Christine’s 9/11 survival story14:07 - What does it mean to put marketing at the forefront of a company strategy18:34 - How Blackline technology helps bring people home safely22:33 - Why storytelling is important 23:34 - Christine’s advice for business owners and marketers26:12 - Why vulnerability is a big part of storytelling28:56 - How to choose the most effective platform for sharing your brand's story32:12 - Christine’s badass superpowerThis episode is sponsored by:UneeQ - an artificial intelligence company, developing the most advanced autonomous digital human platform available for customer interactions – today and in tomorrow’s metaverse.UneeQ’s mission is to deliver digital human experiences that excel in marketing, sales and service roles – reducing complexity, improving conversions and creating memorable customer moments for brands.Want to Win a Digital Human valued at $100,000? Tell us your biggest, boldest and best idea for a digital human use case. We'll choose our favourite, build it and host it for one year for FREE.Find out more here: digitalhumans.com/brandingmattersThanks for listening! If you enjoyed this episode, please leave a 5-star rating along with a brief review.About MeHey there, I'm Joelly - the Branding Badass. My badass superpower is helping you build brand equity for your business. From branded merch to brand consulting, when you work with me, you get results! Need help with your branding? Hit me up at brandingmatters.ca/free-consultation Let's stay connected! Instagram - @Branding_BadassLinkedIn - Joelly GoodsonWebsite - BrandingMatters.ca