INDIVIDUAL Assignment 4: Brand Story
All great marketers are storytellers. The real power of branding lies in crafting and telling a great story about the product, person, service or cause were selling. A brand story recounts the series of events that sparked a companys/brands inception and expresses how that narrative still drives the brands mission and strategy today. A compelling brand story helps your audience remember, develop empathy for, and, ultimately, care about the brand. For this exercise:
Find ONE example of a brand story that has attracted your attention because the messages and story prompted you to engage with the brand. Discuss why do you think this is a good story.
When you are answering the above question, think about the following.
-What is the tone of the brand story? (e.g., Friendly? Authoritative? )
-What brand personality is conveyed in the story? (e.g., Elegant? Sophisticated? Trustworthy? Rebellious?)
-Who would be the face of this brand? (e.g., a specific celebrity, athlete, so on)
-What is the message conveyed to the audience?
-Are there any values or a specific bran mission being conveyed?
-How does the brand convince you to engage with it and/or purchase its products services?
You are to decide which brand you are to choose. The brand story you are analyzing can be a video (e.g., MatchaBar (below) or the brand story written in their website (e.g., SoulCycle) A couple of brands that might be interesting to look at include (but are not limited to):
MatchaBar : https://www.youtube.com/watch?v=_gA20qskGUM
Burts Bees : https://www.youtube.com/watch?v=uOzpc_uY9Y8
LG GallusCam: https://www.youtube.com/watch?v=LEGZ7hGaMNI
Innocent Drinks: https://youtu.be/EzZ8NLh-Q9A
SoulCycle : https://www.soul-cycle.com/our-story/
Ben & Jerrys: https://www.benjerry.com/values