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In order to help apply the content from the textbook, you will be asked to complete short papers that focus on the important aspects of branding through story.
At the start of the class term, the professor will provide the brand that you will examine for these papers. Each member of the class will study the same brand. You will be asked to provide the brand’s backstory; the brand’s inner and outer layer; the obstacles the brand faces and the prospect’s inner and outer layer; and an assessment of whether the brand’s story connects to its prospect.
Your paper is to be double spaced and your references page(s), title and abstract pages are not counted as a part of the two- or three-page total. Please note that your paper is to be two full pages (not one and part of a second) or three full pages (not two and part of a third). If, as a result, you go a bit longer than the page requirement the professor does not mind.
These papers will be assessed on the quality of writing and sourcing (using APA style) and the quality of thought in applying the specific attributes of Storybranding that are relevant to each specific paper. You will want to closely follow the class text as you write each of these papers, since each paper is based on specific parts of the class text. Paper: Success/Failure Brand Assignment will refer to the Module 5: Week 5 Learn item, Read: Signorelli: Chapters 15 – 18.
If you are interested in a visual representation of the parts of the Storybrandingparadigm (which can help you get a sense of how all the parts fit together) please see Chapter 15 (The Storybrief; pp. 160 – 161) of the class text.