Create a highly visual and impactful brand narrative for a Celtic Jewellery business Ocean Jewellery (OceanJewelryStore.com) using story driven theory we have covered.
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Description
Subject: Interactive Storytelling
Assignment
Title: Craft a Brand Narrative
Study Mode: Full time
Due date 28 March 2020
Feedback Moodle/Turnitin
Format Slide
submission with no live presentation in class (ie slides to speak for
themselves)
Assignment brief:
Create a highly visual and impactful brand
narrative for a Celtic Jewellery business Ocean Jewellery
(OceanJewelryStore.com) using story driven theory we have covered.
You will have the opportunity to ask questions
directly to the business in order to fully respond to this challenge. If you
don’t get the answers you need from this Q&A be as creative as possible in
filling in the blanks for your brand storytelling assignment.
The brand ‘storybook’ should include
both creativity and structure:
1. Structure
: Consider P. A. L approach (Andrew Thorpe), J Campbell’s ‘The Hero’s Journey’
8 step Model sand Bernadette Jiwa’s brandstory pyramid with the brand’s
backstory, the brand’s vision and legacy for the future, its brand values
and purpose.
2. Describe
in detail customer targets for new brand and create persona(s) which paint
a fleshed out, detailed picture of their lifestyle, likes/dislikes &
values.
3. How
could this brand narrative advance the connection between business and customer
(and ultimately drive sales) through clever use of online storytelling
techniques? Investigate story opportunities by referencing marketing tools that
could link ie website content, events, competitions, social media campaigns,
blogs, video, photography, PR, influencer marketing, in-house content creation,
promotions, ads, employee stories, customer stories, user-generated content etc
4.
Develop a brand
tagline that sums up the brand narrative and value proposition.
Format
of assignment:
Individual assignment Max
30 slides
Marks
|
Organisation,
Grammar Look & Feel Planning, structure
and topic development Quality
of writing, use of language, academic conventions, Layout,
presentation, visuals and overall design |
Application of theory, demonstrating clear
understanding of and judgement in presenting same. |
Creativity in choosing and igniting brand
narrative and storytelling |
Conforming to
instructions |
|
25% |
35% |
30% |
10% |
MLO1 Critically appraise
storytelling, its development from origins in oral tradition, and its cultural
complexities to assess its role in global marketing decisions.
MLO2 Demonstrate advanced
application of competencies to audit and judge brand narratives told by varying
sized organisations, brands and causes internationally. Investigating not only
global multinationals but also smaller craft businesses, start-ups, political
organisations and charities.
MLO4 Interpret
storytelling across a variety of media and platform, exploring its impact on
the consumer journey.
MLO5 Critically evaluate brand storytelling work across
digital and non-digital mediums.
MLO6 Apply a variety of
methods, tools and techniques of storytelling to build a brand narrative that
resonates with the life scripts of a particular target audience.
MLO7 Acquire a critical
awareness of latest developments in industry, and the attributes and elements associated
with transmedia storytelling.
Assessment
Marking Criteria
|
Represents work of real distinction, showing
evidence of extensive reading and research throughout. Significant additions to the theoretical
and conceptual understanding of the subject.
Complex and sophisticated decision making and strategy. Flawless presentation
and excellent structure and logic. |
80%+ |
|
Evidence of very good knowledge and
understanding of the subject matter.
Clear ability to reflect on a range of issues to build up a thorough
and solid argument. Very well planned and presented with clear logical
sequencing of material and excellent use of the Harvard Referencing System. |
70- 79 % |
|
Good understanding of the underlying concepts
and application of theory. Evidence of reading and research and good attempt
at critical analysis. Good structure and presentation with very few
grammatical and referencing mistakes. |
60- 69% |
|
Reasonable understanding of the underlying
concepts and application of theory, though underdeveloped in places. Evidence of some reading though mostly
descriptive. Adequate structure though
some inconsistency across sections.
Evidence of some planning/appropriate sequencing. Good format, grammar and spelling though
some mistakes. |
55- 59% |
|
Many statements of “fact” made without enough
evidence or sources to back up claims, or sources provided but of a
questionable nature. Inconsistent use
of theory – theory either provided without stating the relevance to the given
situation or theory noticeably absent in other relevant areas. Poor presentation of work with
inappropriate sequencing and noticeable grammar and spelling mistakes. |
50 – 54% |
|
Not of passing standard though shows some
signs of engagement with the material. |
45 – 49% |
|
Serious lack of relevance; signs of lack of
involvement; serious confusion. |
< 45 % |
