Cyril Jamelot
Most brands now produce more content than ever and command less attention than ever. The narrative work that used to differentiate a product launch, a sales pitch or an internal change programme has collapsed into noise that customers and employees scroll past. The commercial question is how a brand becomes a story people repeat, rather than a message they forget.
Cyril Jamelot is a strategic storytelling consultant and former Coca-Cola and Danone Alpro marketing executive who helps brands turn attention into preference through narrative built for customers, sales teams and internal audiences.
Full Profile
Why organisations work with Cyril Jamelot
- He has launched products that reached scale inside the world’s most demanding FMCG marketing machines: Coke Light Lemon at Coca-Cola, Nalu, and Alpro Light at Danone Alpro. The storytelling discipline he teaches is the one he used on shelf, not a theoretical model.
- Two TEDx talks at TEDxULB, “Offering your soul, a disruptive marketing strategy” and “From silver to gold”, show him able to hold a serious commercial argument in a 15-minute format that translates directly to a keynote stage.
- His book I love marketing: The soul of tomorrow’s Marketing is yours sets out a thesis that brand love is built through specific narrative practice, not adjectives, and gives senior commercial teams a shared vocabulary for what their content is actually for.
- He delivers in French and English to international audiences, with more than 200 conferences across 10 countries; useful for European groups running cross-market brand or sales kick-offs.
- Through CECYDI and Morphoblue he is still operating as a consultant and researcher, so the material in the room is current commercial practice, not retrospective.
Biography highlights
- Former marketing executive at Coca-Cola and Danone Alpro, with product launches including Coke Light Lemon, Nalu and Alpro Light.
- Founder of CECYDI, a marketing and communications agency, and principal of Morphoblue, a market research agency.
- Author of I love marketing: The soul of tomorrow’s Marketing is yours, Les secrets du Storytelling Stratégique and Ils étaient là.
- Two TEDx talks delivered at TEDxULB on marketing strategy and the senior consumer market.
- More than 200 conferences delivered across 10 countries in French and English.
- Marketing and communication faculty in business schools.
Biography
Coke Light Lemon, Nalu and Alpro Light all reached shelf because someone inside the marketing teams at Coca-Cola and Danone Alpro could explain, in a sentence a buyer would repeat, why the product mattered. Cyril Jamelot built that habit as an FMCG marketing executive before he ever called it storytelling.
That operating background is what separates his work from agency-side storytelling consultancy. The argument running through his book I love marketing: The soul of tomorrow’s Marketing is yours is direct: brands earn attention by saying something specific about themselves, in language built for the customer, repeated across every channel the business actually controls. Adjectives and brand decks do not do this work. Narrative architecture does.
He now runs two firms: CECYDI, a marketing and communications agency, and Morphoblue, a market research practice. He teaches marketing and communication in business schools, has delivered two TEDx talks at TEDxULB, and has spoken at more than 200 conferences across 10 countries in French and English. Les secrets du Storytelling Stratégique sets out the ten-step method behind the keynote material, used by sales, marketing and internal communication teams.
The room he is most useful in is the commercial leadership offsite where the question is no longer what the brand says but whether anyone outside the building still recognises it. He gives marketing, sales and customer-experience teams a shared way of building a story the business can stand behind and the market will repeat.
Key speaking topics
- Strategic storytelling for brands
- Brand positioning and differentiation
- Customer experience in retail and FMCG
- Sales narrative and social selling
- Internal communications and leadership communication
- Marketing innovation and product launch
Ideal for
- CMOs and senior marketing leaders running brand refresh, repositioning or product launch programmes
- Sales leadership and customer-experience teams at consumer brands and B2B sellers building a narrative-driven commercial approach
- Internal communications leaders and HRDs needing senior leaders to communicate change more memorably
- European commercial offsites and kick-offs requiring a bilingual (French and English) keynote
Audience outcomes
- A working definition of strategic storytelling that maps to commercial outputs: a launch, a campaign, a sales pitch, an internal message.
- A clearer view of what a brand story is for, and what it is not, with examples from Coca-Cola, Danone Alpro and other FMCG operators.
- A vocabulary the marketing, sales and internal communication teams can share when they argue about content.
- Specific moves senior leaders can use to make their own messages more repeatable.
Talks
A short-form argument for why brand love is built through specificity and self-disclosure, not category adjectives.
Key takeaways:
- Why traditional brand-positioning language has stopped working on customers and employees.
- What “offering your soul” means in commercial practice for an FMCG or B2B brand.
- How to write a brand story a sales team will actually use.
A case for the over-50 consumer as the most underserved high-spending segment in most marketing plans.
Key takeaways:
- Why marketers continue to under-invest in the 50+ market relative to their share of spend.
- What changes in product narrative, channel choice and tone when the target audience is older.
- Implications for retail, financial services and consumer health brands.
A keynote on how challenger and mid-tier brands move from awareness to preference through narrative discipline.
Key takeaways:
- The shift from messaging campaigns to narrative architecture.
- How sales, marketing and customer experience teams align around one repeatable story.
- The recurring failure modes in brand storytelling and how to avoid them.