MKTG 524: Building a story brand
1) A Character - correct answer-The customer is the hero.
Define what the customer wants
Choose a desire relevant to their survival
2) Has a Problem - correct answer-understand what they face--the villain
"What is the chief source of conflict that your products and services defeat?"
three levels of problems heroes (customers) face: external, internal, and philosophical
problems
3) and meets a guide - correct answer-position the brand as the guide
the guide has the most authority and only plays a role. Story must always be focused on the
hero.
two characteristics for a brand to be a guide: expressing empathy & demonstrating authority
4) who gives them a plan - correct answer-simple plan to create the path of hope
Process plan (alleviate confusion)
& agreement plan (alleviate fears)
5) and calls them to action - correct answer-challenge to action
direct calls to action & transitional calls to action
6) that helps them avoid failure (at stake) - correct answer-know how what's at stake related
to your brand
warn customers about what could happen if they don't buy their products so they can answer
the "so what" question customers ask
-potential loss
-avoid negative consequences
-move away from
7) and ends in a success - correct answer-Where you are taking them that will change their
life?
-status
-wholeness
, -reach potential
agreement plan - correct answer-are to alleviate fears
a list of agreements you make with your customers to help them overcome their fear of doing
business with you.
ex: customer satisfaction agreement or our quality guarantee
Crucial Questions - correct answer-What the hero wants?
who/what is in the way ?
the outcome if/if not successful?
direct calls to action - correct answer-clear, simple, repeatable
something that leads to a sale
ex: buy now, schedule an appointment, call today
External problems - correct answer-often a physical, tangible problem the hero must
overcome in order to save the day.
The villain initiates the problem
ex: restaurant solving hunger, plumber fixes leaky pipes, pest-control solves the termite
problem
Formula for communication - correct answer-people want help to survive and thrive
people want clarity and simplicity
less is more
clarity
noise reduction
Grunt Test - correct answer-What you offer?
How it makes my life better?
What I need to do to buy it?
How can a brand offer a sense of ultimate self-realization or self-acceptance?
(The need to reach our potential) - correct answer-inspiration
acceptance
tanscendence
How can a brand offer status? (The need for status) - correct answer-offer access: Starbucks
membership card
create scarcity: offer a limited number of a specific item
1) A Character - correct answer-The customer is the hero.
Define what the customer wants
Choose a desire relevant to their survival
2) Has a Problem - correct answer-understand what they face--the villain
"What is the chief source of conflict that your products and services defeat?"
three levels of problems heroes (customers) face: external, internal, and philosophical
problems
3) and meets a guide - correct answer-position the brand as the guide
the guide has the most authority and only plays a role. Story must always be focused on the
hero.
two characteristics for a brand to be a guide: expressing empathy & demonstrating authority
4) who gives them a plan - correct answer-simple plan to create the path of hope
Process plan (alleviate confusion)
& agreement plan (alleviate fears)
5) and calls them to action - correct answer-challenge to action
direct calls to action & transitional calls to action
6) that helps them avoid failure (at stake) - correct answer-know how what's at stake related
to your brand
warn customers about what could happen if they don't buy their products so they can answer
the "so what" question customers ask
-potential loss
-avoid negative consequences
-move away from
7) and ends in a success - correct answer-Where you are taking them that will change their
life?
-status
-wholeness
, -reach potential
agreement plan - correct answer-are to alleviate fears
a list of agreements you make with your customers to help them overcome their fear of doing
business with you.
ex: customer satisfaction agreement or our quality guarantee
Crucial Questions - correct answer-What the hero wants?
who/what is in the way ?
the outcome if/if not successful?
direct calls to action - correct answer-clear, simple, repeatable
something that leads to a sale
ex: buy now, schedule an appointment, call today
External problems - correct answer-often a physical, tangible problem the hero must
overcome in order to save the day.
The villain initiates the problem
ex: restaurant solving hunger, plumber fixes leaky pipes, pest-control solves the termite
problem
Formula for communication - correct answer-people want help to survive and thrive
people want clarity and simplicity
less is more
clarity
noise reduction
Grunt Test - correct answer-What you offer?
How it makes my life better?
What I need to do to buy it?
How can a brand offer a sense of ultimate self-realization or self-acceptance?
(The need to reach our potential) - correct answer-inspiration
acceptance
tanscendence
How can a brand offer status? (The need for status) - correct answer-offer access: Starbucks
membership card
create scarcity: offer a limited number of a specific item
