Lecture 10

Question 1

Brand

Answer 1

Brand: Intangible sum of properties, name, package and price, its history, reputation and the way its promoted
+ consumers impressions about the people who use them; as well as personal experiences

Question 2

Purpose means…

Answer 2

• broader goals
• making a difference
• reducing harm
  => authenticity => better seen by audiences => better image

Question 3

Purposeful communication - golden circle

Answer 3

what (product; what you do to fulfill the why)
how (how you fulfill the why; what sets you apart)
why (why do you do it; what Is the belief)

Question 4

storytelling

Answer 4

The use of narratives to convey a brands values, purpose and personality
=> Crafting compelling stories that resonate with the target audience and evoke emotions
=> They go beyond more product features or promo messages
=> Create emotional connection btw brand and customer

Question 5

Stories should be

Answer 5

S imple
U nique
C oncrete
C redible
E motional
S reach of stories

Question 6

Two types of storytelling

Answer 6

Business storytelling
Strategic storytelling

Question 7

Business storytelling

Answer 7

social media posts, leadership addresses, keynotes, sales pitches => used by PR people, brand managers, recruiters

Stories are tangible, concrete, and focus on people or describe product journey from raw material to final client

Question 8

Strategic storytelling

Answer 8

intangible; the overarching purpose of organization. Who are we? What are we trying to accomplish? How do we measure success

Question 9

Transmedia storytelling

Answer 9

process where integral elements of a story get dispersed systematically across multiple channels for the purpose of creating a unified and coordinated entertainment experience