This week I want you to spent a significant portion of your time researching the company for which you'll be producing a brand storytelling video. In a blog post, answer the following questions to the best of your ability:
Why does the business exist? What was the reason for getting into business in the first place? What audience does the business serve? What makes it interesting? What makes it different? What problem does it solve?
Do you know the business history?What is the history of how the company came to be? Was there a special event or driving force? Where did the first store open? When, and what was it called? How has it grown?
Who are your main characters? Who founded the company, and why did they found it? What was happening in the world at that time? What inspired them? What sort of struggles did they face?
What is your company mission? What is its purpose? What are the goals? Who wrote your company mission, and how did they write it? The company mission is critical here. If it is in any way weak or unclear, it will reflect in the story.
Can you identify the core brand values? What values does the company hold close? How have these brand values changed over time? What is the philosophy behind your company, and how did that come about?
How do the customers feel? What do the customers say about the brand? Why do they buy from you, and what keeps them coming back?
Once completed, submit the URL to the blog post.
Can't change a rubric once you've started using it.