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?