1 Watch the video and put the
words into the gaps in the text.
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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.
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results
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relevant
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paid
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spread
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obvious
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shared
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story
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cost
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links
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advantage
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storytelling
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momentum
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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?
