Lecture 8 - Myth, Archetypes & Authenticity

Question 1

Brand Story

Answer 1

A narrative that communicates the values, history, and mission of a brand in a way that resonates with its target audience. it is a way for a brand to humanise itself and connect with customers on an emotional level by sharing its journey, purpose & personality/

Question 2

Advantages of Storytelling

Answer 2

• lower price sensitivity of consumers,
• increased perceived added value
• differentiation
• established stakeholder relationships
• encourages brand loyalty

Question 3

What is Brand Storytelling?

Answer 3

• specific techniques & strategies that brands use to communicate their brand story to their target audience. This may include the use of narrative elements such as characters, plot, and conflict as well as the use of different media such as video, social media, and content marketing

Question 4

narrative

Answer 4

the telling of a story or an account of an event or series of events

Question 5

What is Jung’s (1997) Archetypes?

Answer 5

Refers to a set of universal, symbolic patterns or images that are deeply ingrained in the human psyche. according to Jungian theory, there archetypes are inherited from our collective unconscious & have been present throughout human history eg The Hero

Question 6

what do character archetypes reflect?

Answer 6

A basic understanding of what it is to be human, and have been present in stories for as long as there have been story tellers.

Question 7

Archetype

Answer 7

An conscious primary form in the collective human subconscious that represents an idea