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After reviewing all the materials presented, complete the following essay questions using formative research to support your answers.

  1. What are the Consumer Insights behind this storytelling approach? Note that your brand storytelling example must be different from your project – it’s a good idea to use the same one as from the weekly discussion.
  2. Describe the media used in your brand storytelling example in detail, distinguishing any paid, earned and owned elements. Which aspects, connect to consumers on an emotional level?
  3. Referring back to the Week 1 Module, does this story seem authentic to the brand? Which type of authenticity is it?
  4. Does the campaign inspire the consumer to want to join the brand conversation and share their own brand story? Please provide an example of how consumers participate.

Completed essays should be a minimum of 3 pages of content, written in MLA format with a Works Cited added as the 4th (last) page.

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