The Future of Advertising: Importance of Brand Story

1 Watch the video and put the words into the gaps in the text.

This seems (1)____, even though it was controversial until recently: brand is (2)____.  First, you have to find the core story at the heart of your brand - what we call the Story Platform. Create narratives based on it and publish those narratives across all (3)___ media in weird and wonderful ways.  As each story is published, it needs to be syndicated and (4)____ with its intended audience where they are most likely to (5)____ those stories. Then use (6)___ media – TV, spots events, paid search and so on - to let people know your content is out there. The content has to be easy for people to share so everyone can help (7)___ the brand’s stories. To make sure your audience can find your content when searching, make sure everything is tagged and optimized appropriately. So it goes, round and round, driving (8)___ and effectiveness up, up, up while driving media spend down, down, down.  The best part comes next: sustained by the brand’s (9)___, the brand’s fans add, syndicate and share their own content - comments, (10)___, ratings, and entirely new versions. And all this brand-inspired content - whether new stories or conversation about old ones, creates more marketing (11)____ for free, forever. The result of rigorously following this path is a permanent market (12)____ for the brand: lower total (13)____ of marketing, higher impact. All you need is to make sure you’ve got your story straight.	results
	relevant
	paid
	spread
	obvious
	shared
	story
	cost
	links
	advantage
	storytelling
	momentum

2 Vocabulary focus. Sudy the words and  word combinations, practise their translation, spelling. Check your knowledge in the test. Play vocabulary game and set your own vocabulary game record.

 

3 Mark the following statements as True or False.

1.     Logo is at the heart of your brand.

2.     It is important to publish brand stories only in paid media.

3.     People cannot spread information and comments about brands.

4.     The content has to be easy for the media to share.

5.     Brand’s fans can spread information about it.

4 Answer the Questions.

1 What is story platform? Why is it important for a brand?

2 Why types of  paid media can we use to spread the story of our brand?

3 How is information spread by brand’s fans connected with the cost of media spending.

4 What is brand storytelling? Who can do it?

5 What are the effective ways to tell your brand story?

Branding in Relation to Marketing, Public Relations & Advertising

1 Watch the video   and put the words into the gaps in the text.

So (1)___ works very very well with marketing, (2)____ relations, and advertising but they’re very very different things.  So we need to understand how they work in relation to each other to use them effectively. So if we think about what advertising is, advertising is the attempt to influence your audience by just screaming at anyone who’s willing to listen. So whether that’s in a brief message or a visual on the (3)____, advertising is a very brief but (4)____ communication.   Marketing is for people who said: “I’m actually slightly interested, I want some more information” and so they go to your website or gather a (5)____.  That’s why it has more content, more photos etc. It’s marketing, it’s much more direct: instead of screaming at anyone you’re talking to a very (6)____ group of people. Public relations is different because it’s actually not about talking directly to your (7)____, it’s about talking to the people that influence them. So whether they read a specific magazine and listen to a specific (8)_____ or they have friends that are influential, whoever the audience’s (9)_____ are that’s the most important group for public relations. So it’s the attempt to influence the consumer but via a third-party influencer. You can imagine all those are communication (10)____: there are ways of screaming at everybody, ways of talking to a particular person, ways of influencing the influencer. But what are you trying to say in all those channels? What’s the message? Who are you and why do you (11)____? That’s what brand is. Brand strategy is the thought process you go through to ensure that every time you advertise, every time you do marketing, every time you do public relations it (12)_____ around the common (13)____.
	public
	branding
	repeated
	freeway
	particular
	influencers
	consumer
	brochure
	editor
	concept
	mechanisms
	matter
	synchronized

2 Vocabulary focus. Sudy the words and  word combinations, practise their translation, spelling. Check your knowledge in the test. Play vocabulary game and set your own vocabulary game record.

3 Mark the following statements as True or False.

1.     Marketing, advertising and branding cannot be combined.

2.     Advertising is the repeated attempt to influence your audience.

3.     Marketing is for all groups of people.

4.     Public relations is not direct influence on consumers.

5.     Some people read magazines and can be influenced by the magazines’ editors.

6.     Brand is the message behind marketing, PR and advertising.

4 Answer the Questions.

1.     What is advertising? What people/groups of people can it influence?

2.     What is marketing all about? What people can be influenced by marketing?

3.     What types of influencers are important for PR?

4.     What is brand?

5.     What should brand, PR, marketing, advertising be synchronize around?