Customer stories are a great way to showcase how your product or service has helped your customers achieve their goals. They are also an excellent way to get your customers involved in your content-creation efforts, build community, and promote customer advocacy.

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CEIBS student awarded MBE for volunteer effort during COVID pandemic

Brand: China Europe International Business School (CEIBS)

Student and alumni stories were an opportunity both to champion successful students and alumni and to demonstrate how the CEIBS experience could help prospective students grow and achieve their goals. They also allowed us to showcase examples of responsible leadership (which was closely linked with the school’s mission).

In 2020, our Global EMBA class president Chris Dunn was named to the Most Excellent Order of the British Empire (MBE) for his volunteer service during COVID in China.

My interview with Chris spans his efforts fighting COVID, how his experience at CEIBS helped him hone his leadership skills and what it was like seeing his name on the same list as F1 world champion Lewis Hamilton. Read it here.

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Passion, pride, and community define CEIBS International Alumni Chapter

Brand: China Europe International Business School (CEIBS)

At CEIBS, I regularly invited members of our international alumni chapter to participate in co-creating content with us.

Ahead of the chapter’s 2021 general elections, for example, I talked with the outgoing executive committee about the power of the school’s global network, the chapter’s role in supporting alumni, and what it is like to be a part of the CEIBS family.

The interviews resulted in a set of published articles (read here), as well as a video featuring highlights from the series.

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Sustainability a natural step for Global EMBA and Allbirds brand Managing Director

Brand: China Europe International Business School (CEIBS)

Ahead of the company’s 2021 IPO, I spoke with Allbirds China managing director and CEIBS Global EMBA student Brandy Yu about her mission to help people tread lighter on the planet through all-natural materials and how lessons from the classroom have helped her succeed personally and professionally. Read the interview here.