STCO 526

It's not are good examples of solid taglines

"Think different" and " Just do it" are examples of inner layer ideals that

a "that's me / that's my problem " sense in the prospect

According to Signorelli, the most powerful advertising generates

Resonance development testing

According to the text , the type of research that serves the storybranding paradigm the best is

False

stories create our belief, according to the text

Highly Rational

One of the mistakes marketers make is that they see their buyers as

The primary belief we want people to associate with the brand

The Unique Value Proposition is

resistance decreases

According to Signorelli , one of the goals behind Storybranding is that as resonance increases.

it not all brands have features and benefits, so you are not truly unique

According to the text , why are facts about unique features and benefits of a brand not likely to get you where you want be in storybranding.?

Something we believe is true for ourselves

According to the text, the best advertising tell us

level iii

At this level , a prospect attribute s positive and meaningful associations to the brand.

hot or cold

Resonance Development testing is a lot like the game ______________ helping is to form better judgement about what will work best in our story.

Big T truth

when creating the messaging and element for a brand, what is the kind of truth that does not always have to be communicated via words?

why

A Unique value Proposition explains the big behind the brand, beyond its profit motive, according to the text.

Cannot use that truth without appearing to copy its competition

A strength of storybranding is that once a brand begins to speak it ultimate truth and that truth resonates with customers, another brand.

is a belief the prospect considers personally important

Complete this sentence . The best way to a level IV connectionis to ensure that what the brand stands for...

a non- rational, more felt than explicated engagement with facts

Creatives are an important part of the storybranding process, and to do the best work they need to be inspired. Inspiration, according to the text, includes.

false

Focus Group are needed to help brands know what their point of view is, according to the reading

People circle or cross out statements they like or dislike

How does Resonance Delelopment Testings work?

Focus Groups

If the marketer's goal is obtain definitive answers, the text says using this research method to obtain those answers is like using a can opener to open a bottle of wine.

the best story

If there are two or more competitors/ brands in an area , Signorelli says

The functional problem that needs to be solved

If you are writing an I Am statement for a prospect , what does Signorelli say you should focus on ?

Be ready to have their belief changed

In order for a brand or a story to change one's beliefs, what does the prospect have to be willing to do?

Observation Immersion

In order to get a sense of a brand's attitude and personality what two things are needed, according to the text?

Small- T truth

In storybranding , this kind of truth is stated explicitly and communicated directly.

Brands assuming that the prospect will correctly interpret the words you use

One of the mistake marketers make according to the author, is that meaning is in words. This results in

Finding the Single Value that is most true organization

One of the most difficult challenges facing any brand is

to emphasize different aspects of its existing identity

One of the things that brands that struggling find they need is

The quality of the opportunity

Research is often required in order to get a clear idea about how easy it will be to persuade a prospect. What is this known as?

False

Signorelli say research is meant to provide concrete answers to specific problems in marketing.

Certian Product

Signorelli say that once a brand is strongly associated with a _________ it difficult , if not impossible, to change perceptions.

False

Signorelli says people form relationships with the positioning for fast food places, cars, etc

it is not No product function awareness

Signorelli says this obstacle is the one that marketers often ignore.

False

Stories create our belief , according to the text

It's not make interesting characters so the story is memorable

Storytellers cause you see what you see, but what do they not do, according to the text?

Reinforce and clarify meaning , but don't change it

The best brands, like the best stories , are those that do what, according to the text?

false

The best predictor of purchase behavior is always the desire or intent of the prospect to purchase a product

false

The ideal match for a brand is when the brands'sand prospect's inner layer are in alignment. The outer layer does not really impact this emotional connection.

it sums up a unique human value associated with the brand

The important thing to remember when crafting the Unique Value Proposition is that

Relate to the brand as a person

The purpose of a brand's I' Am statement is to help us

True

The storybrief defines the element of the brands story.

Speaks to very narrow and specific target

The text little M- meaning

That people don't want to be told the answer, they want to come to it themselves.

The text mentions Andrew Staton and theory of 2 + 2. This theory states that

It not : the story adds more functions to the brand, and people love more functions

The text says that brand stories create brand s with two layers. What does this mean?

True

The text says that storybranding is not always practical, especially when working with media that require very short messages.

its not the first two levels are dealt with as one , andthe second two are dealt with as one

There are four mainobstacles that brands need to overcome to get a prospect to the IV connection. How should a brand deal with as one and the second two are dealt with as one.

Value and beliefs

This

The I Am statement

This forces us to develop empathy for the prospects o fa brand

The quanity of the opportunity

This is a measure of the potential size of the market.

The Brands Outer layer

This is here you are supposed to brag about the brand.

Lack of brand association

This is known as confidence obstacle

The outer layer

This is the flat definition of a prospect , according to Signorelli

it not The I Am Statement

This is the point, punch line and premise of the brand, according to the text.

Laddering

This is the technique used to arrive at the underlying beliefs of a prospect.

it not no product superity comprehension

This obstacle is the one that affects brands that are uniqueto the market , according to the text

A storybrief

This provides a summarry of stategic thought and set up the expectations for a brand's messaging.

A storybrief

This provides a summary of stragic thought and sets up the expectations for a brand's messaging.

It is not the Value proposition define?

What does the Unique value proposition define?

It not : That people buy based on the story they impute to a brand

What does the author mean when he says that when people buy brands they buy products differentiated by functions.

That functions are not as important as how the brand relates to the emotions and feelings of the prospect.

What does the author mean when he says that when we buy brands that have become stories, we buy relatable and important meanings.

it is not The I' Am Statement

What does the prospect's inner layer need to be consisent with ?

A case history(0r study) states the facts only, a story tells how an obstacle was overcome

What is the difference between a case history( or case study) and a story , according to the text?

A case history(or study) states the facts only , a story tells how an obstacle was overcome.

What is the difference between a case history( or case study) and a story , according to the text?

To personify the brand

What is the goal of an I' Am statement?

Level I

What level does the following statement refer to: Whatdoes the prospect look like? What is the functional problem that the brand solves for prospect?

The Prospect out layer

What part of storybrief ask you to provide demographic information for the prospect?

A strong emotional connection between the brand and prospect

What protects a brand from being undercut by competitors, according to the author.

we select a word that represents a belief or a value and free flow ideas from there.

When beginning to write an I' am statement , Signorelli suggests that

The Inner Layer

When considering the prospect , this is where the relevant ideas and values that are important to the prospect reside.

the truth is not what is said, but what is believed

When it comes to truth in the marketing realm

the truth is not what is said , but what is believed

When it comes to truth in the the marketing realm

When it is unique or truly different

When might it be enough for a brand to sell on the basis of function alone?

After the I Am statements, statements, the storybrief and UVP are written

When should we create the brand messaging and the elements of communication for a brand, according to signorelli?

what value or belief system we share so we can develop a relationship.

When we are trying to connect the characters in stroybranding, we hope to learn...

sheds some light on who we are as people

When we are trying to do personal branding, telling a story that reflects why we are in a job.

For the person writing it

When we write I am statements, for whom does the author recommend we write them?

Inner layer

Which of the following is a function of what your audience sees for themselves instead of what you tell them to see?

They sell stories, not brands

Why do brands such as Nike and Virgin succeed in selling nearly anything they want , according to the text?

Because they do not give emotionally charged values or beliefs

Why do cold hard facts and opinions not do much to create a bond with the consumers?

Because stories do not outwardly profess or tell us how to think of feel

Why do stories provide an easily digested context for truth, according to the reading

Because implication is better because it allows people to fill in the blanks to make meaning for themselves

Why does Signorelli say we should we avoid telling people directly what we believe or value?

No one really likes to look at the naked truth

Why is the naked truth not as acceptable as truth clothed with story, according to the text?

Archetypal Analysis

is a diagnostic tool for the purpose of aiding judgment.

it is not lack brand association

this obstacle result from a prospect not understanding why one product is better than other.

obstacles

what stands in the way of brands making a Level IV connection with a prospect?

Cut their price

when brand struggle to get past the level III conection, what does signorelli say they often do?