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BRAND STORIES & STORYTELLING LESSON - INTERACTIVE
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- 2. HOW DO THESEBRANDS MAKE YOU FEEL?
- 3. WHAT IS ABRAND STORY? A brand story is the narrative that connects a company's mission, values, and purpose to its customers' lives. It's not what you sell—it's why you exist and why that matters to people.“ Brand storytelling is all the stories a brand shares and aligns themselves with in order to trigger an emotional response from their audience. Marketers believe that by humanizing your brand, this can lead to brand awareness, revenue growth, and also encourage customer loyalty.
- 4. ORIGIN/FOUNDERS JOURNEY –The “why we started” PROBLEM & SOLUTION – What gap or need does the brand fill? VALUES & MISSION – What does the brand stand for? CUSTOMER CONNECTION – How does it fit into customers’ lives? AUTHENTICITY – Real stories, not just marketing 5 KEY ELEMENTS OF A BRAND STORY?
- 5. NIKE – DREAMCRAZY https://www.youtube.com/watch?v=jBnseji3tBk TOMS – ONE FOR ONE https://www.youtube.com/watch?v=C4AXv-jFszs DOVE – REAL BEAUTY https://www.youtube.com/watch?v=JNYjRmNCu9o SUCCESSFUL BRAND STORIES
- 6. THINK, PAIR, SHARE Withyour ‘elbow partner” or in a group of 3 if necessary, reflect on the following issues: 1.What emotion did each brand story make you feel? 2.What specific element created that feeling? 3.Which video do you think was the most powerful? Why?
- 7. BRAND STORY ANALYSIS Origin: Three roommates couldn't afford rent in San Francisco (2007), bought air mattresses, hosted strangers Problem: Travel felt impersonal; hotels were expensive and generic Solution: "Belong anywhere" - authentic local experiences Values: Community, inclusion, connection Customer Impact: Transform how people travel and connect globally Class Discussion "Which element is most powerful? Why?" "How is this different from just saying 'We rent apartments'?"
- 8. BRAND STORY ANALYSIS SmallGroup Activity (3-5 minutes): Groups of 2-3 students Each group will get a different brand card Identify 2-3 brand story elements they can spot in 90 seconds Quick popcorn sharing: Each group shares ONE insight (30 seconds)
- 9. CREATING YOUR OWNBRAND STORY