[LEKCJA ANG.] Once upon a time…

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The topic for today is „storytelling for brands”.
Task 1.
Read the text below to get the general idea:

Companies have been using stories to create brand awareness for many decades. Among the most renowned American entrepreneurs of storytelling for brands was Coca Cola and Campbell, who used family-related stories to advertise and promote their products – the number-one world famous beverage and popular tinned soups. While Coca Cola tapped into universal family values, such as closeness and togetherness, to advertise their soft drink, Campbell’s marketing campaign was based on the idea of a strong relationship between a mother and a child. Both manufacturers adopted the idea of storytelling to appeal to customers’ emotions and to increase sales significantly. Their advertising strategy was based on what is now known as content marketing.
Content marketing, by definition, involves the creation and sharing of public materials, in a variety of formats, videos, infographics, articles, stories and so on, which are aimed at acquiring and retaining customers. Among those, brand storytelling has become an important method of mass communication. According to specialists, interesting stories, funny anecdotes and appealing metaphors, which are told in an entertaining manner and convey subtle marketing messages, are easy to memorize and have more influence on customers’ choices than common adverts. It is said that customers are more willing to select products with inspirational brand stories because they can quickly identify themselves and form a personal connection with them.
However, for stories to become effective, they have to include a mix of branding fundamentals and fiction writing basics. They need to be authentic, creative and captivating. Good brand stories should also speak truthfully from the beginning to the end and they must be told with a distinctive persona. Every story should also focus on the main character’s problem which will be resolved in the final part.
Brand stories are compared to narrative journeys which take your readers along for a ride. If customers really enjoy that trip, they will certainly keep coming back, since those stories will always evoke positive feelings and emotions.
Task 2.
Study the text carefully and decide whether the sentences below are true (T) or false (F):


1. Brand stories are meant to increase product awareness among consumers. …..

2. Only Coca Cola and Campbell used brand stories to promote their products. …..

3. Brand stories are usually based on universal family values. …..

4. Most advertising campaigns focus on stereotypes of a happy American family. …..

5. Stories which evoke positive feelings and emotions in customers can influence product sales. …..

6. Content marketing is a powerful tool in the contemporary world of mass communication. …..

7. Attractive brand stories appeal to customers indirectly but very effectively. …..

8. Common TV adverts are more influential than brand stories. …..

9. Effective brand stories must be well-structured, memorable, inspirational, honest and character-based. …..

10. Storytelling for brands is like embarking on an enjoyable trip. …..

Task 3.
Watch the video „Storytelling …” and cross out incorrect words to complete the sentences below:



1. The bird wanted to be heard by the block/flock, so he decided to plant the seed/bead of an idea.

2. The bird made many royal/loyal friends and finally got their attention/tension.

3. Content carpeting/marketing becoming the conduit/can-do-it through which companies can earn their customers’ attention/mention.

4. Content marketing offers higher levels/revels of brand/banned engagement than indoor/outdoor billboards, for example.

5. Content marketing encases/embraces now all communication channels/pannels, including global/mobile applications.

6. Content marketing is now being funded/founded in its own right, not through budget/gadget taken from traditional principles/disciplines.

7. Content is a strong platform for brands/bands to highlight key products of their product folio/portfolio.

8. Content marketing impacts/attracts attention and customers tend to allow/follow brands on social networks.

9. The key to effective/elective content is story writing/story telling.

10. If you get your customers emotionally evolved/involved with your brand, you will have their attention and their wisdom/custom.

Set 59 – Once upon …

Set 59 – Once upon … – KEY

Żródło: Agencja tłumaczeń i szkoła językowa Skrivanek

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