Question

Discuss how storytelling might motivate short-form writing that can convey elements of a company's or a product's brand image online.

2. Identify the elements of a product with which your familiar you would include in a story about that product, and recommend online communication media that could be used to expose potential customers to the story.

3. Compare the role storytelling plays in online games to the role it could play in product marketing and promotion.

Answer 1

Answer 1:-

One of the powerful technique to build a strong relationship with the customers is Storytelling. To convey elements of a product’s brand to the customers, it should be clear, concise, subtler than you realize and a look into who you are as company. Customer should not feel boring lengthy stories, paragraph about the product, a fragmented view into the company, a viral video and artsy.

A good story gives big voice to small adventures. In a routine life, customers face lot of advertisements. Each and every marketer working constantly to get customers attentions towards their product. Brand storytelling should convey about the customers and the service provided by the product and also the value they get when engaging with the product.

According to Susan Gunelius, “Honesty and transparency are important in brand storytelling. Yes, you’re crafting ‘stories’ but they need to be rooted in the reality of your brand, products ad industry.”

Answer 2:- Pepsi: In the late 1980s, Pepsi launched an advertisement in Television to prove that the taste of Pepsi is better than Cola by “Blind-taste test”. This created a question in the minds of people that “Why I’m drinking Cola?”, “Really Pepsi tastes better than Cola?”. The advertisement was not too long. It was very short and to the point and they didn’t make any popular person or actors act in that advertisement. Which created a big impact on people’s mind. And it literally tells people to choose superior brand instead of a regular(Cola) one.

This one advertisement creatively portrayed the brand image of Pepsi, the richness in taste (Product characteristics) and the main point of comparing to its rivalry, Cola. YouTube, Twitter, and Facebook are the preferable online communication media where Pepsi can promote itself and compete with the other products. Without these kinds of storytelling or advertisement, in reality, people won’t agree that Pepsi tastes better than Cola by simply telling. It changed the perception of the people to switch from Cola to Pepsi. In this case, Brand storytelling has changed the perception of people, which is the most important in marketing strategies. And also they came up with an iconic and bigger idea of Pepsi’s taste challenging advertisement, which reached every person in the U.S and it also reflected in sales.

Answer 3:- We all live in a transmedia world, meaning that we can now easily move from mobile phone to computer to television often all at the same time with the scores of new digital marketing communications channels opening up to marketers every day, it appears like that those channels with entertainment value are catching on. Transmedia storytelling method takes this as an advantage by a spread in different parts of a story across multiple media and allowing the audience to become participants in integrating the pieces. So, one could have characters from a television show tweeting about what they are doing during the week in realtime in between episodes. They are seeing new marketing tactics that distribute entertainment value and engage followers across multiple channels. In many cases, that is some form of entertainment whether product placement on a favorite television show or your own original compelling content that makes people want to give you their most valuable commodity their time and attention.

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