Lesson 6-4: Why People Buy Part 1
Directions: This lesson is a little bit different. We are going to be using another textbook (not the one we have in the classroom). You must watch the videos and click the links. (Don't worry about the links in the blue box below).
English |
Spanish |
Part 1: Do Now
Directions: Watch the video below. It will help you answer the Do Now on your worksheet.
Part 2: IKEA Is EVIL!
Directions (Continued): Watch the video below and take the quiz. You can preview the questions below but take the quiz on Schoology.
Part 3: Read The Chapter
Directions: Click the link below the video to download the reading (You are not using your usual textbook). You can also preview the quiz questions by hitting the second button below this video. There is a quiz on Schoology. Be sure to take it.
You should now be able to answer questions 1,2 and 3 on the worksheet.
Directions: Fill in worksheet questions 1,2,3.
Section 4: Marketing Caters To Personality & Identity
Directions: Watching the video is optional. I will provide you with a summary of the video below the video. It will help you answer the question on the worksheet.
Understanding Brand Personalities: Key Examples
Summary
In this video, Stephen Houraghan from BrandMasterAcademy.com highlights 10 compelling examples of brand personalities that effectively charm their audiences and earn their loyalty. He emphasizes the evolution of the brand-consumer relationship over the past two decades, where consumers now hold power and expect brands to communicate in a more human and relatable manner.
Houraghan explains that successful brands connect with their audiences by addressing their emotional needs and challenges through distinct personalities. He begins with Lego, a brand that embodies imagination and creativity, appealing to both children and adults. Despite facing challenges in the late 1990s, Lego revitalized its identity by aligning with popular culture, showcasing a fun-loving and youthful tone.
Next, he discusses Alfa Romeo, which represents Italian style and sophistication. The brand's emotive language and imagery set it apart from competitors, creating a unique identity that resonates with consumers seeking a stylish and sensual automotive experience.
Dove is presented as a brand promoting self-esteem among women, characterized by purity and honesty. Its positive messaging encourages women to appreciate their beauty, aligning closely with its brand identity of simplicity and elegance.
Nike is portrayed as an inspirational brand that embodies a winning mentality. With its famous tagline "Just Do It," Nike motivates its audience to strive for success, displaying characteristics of bravery and determination.
Houraghan further highlights Lynx (Axe), which connects with young men by encouraging self-expression and confidence through a humorous and reassuring tone.
Toms is introduced as a purpose-driven brand, emphasizing care and support through its initiatives, impacting millions while maintaining a warm and nurturing communication style.
Mercedes-Benz is depicted as an aspirational brand, representing exclusivity and status. Its authoritative tone reinforces a sense of achievement and superiority among its customers.
Coca-Cola is synonymous with happiness, leveraging joyful language and imagery to create an emotional connection during moments of enjoyment. Its carefree personality encourages people to savor life.
IKEA is characterized by its no-nonsense, simple approach, appealing to everyday needs with humor and inclusiveness, fostering a sense of community.
Lastly, Apple is highlighted as a rebellious innovator that inspires creativity and originality. Its minimalistic approach and confident tone appeal to progressive thinkers across various industries.
Houraghan concludes by stressing that modern branding requires more than just aesthetics; brands must genuinely understand and connect with their audience on a human level, making it crucial to examine the characteristics that resonate with consumers.
Summary
In this video, Stephen Houraghan from BrandMasterAcademy.com highlights 10 compelling examples of brand personalities that effectively charm their audiences and earn their loyalty. He emphasizes the evolution of the brand-consumer relationship over the past two decades, where consumers now hold power and expect brands to communicate in a more human and relatable manner.
Houraghan explains that successful brands connect with their audiences by addressing their emotional needs and challenges through distinct personalities. He begins with Lego, a brand that embodies imagination and creativity, appealing to both children and adults. Despite facing challenges in the late 1990s, Lego revitalized its identity by aligning with popular culture, showcasing a fun-loving and youthful tone.
Next, he discusses Alfa Romeo, which represents Italian style and sophistication. The brand's emotive language and imagery set it apart from competitors, creating a unique identity that resonates with consumers seeking a stylish and sensual automotive experience.
Dove is presented as a brand promoting self-esteem among women, characterized by purity and honesty. Its positive messaging encourages women to appreciate their beauty, aligning closely with its brand identity of simplicity and elegance.
Nike is portrayed as an inspirational brand that embodies a winning mentality. With its famous tagline "Just Do It," Nike motivates its audience to strive for success, displaying characteristics of bravery and determination.
Houraghan further highlights Lynx (Axe), which connects with young men by encouraging self-expression and confidence through a humorous and reassuring tone.
Toms is introduced as a purpose-driven brand, emphasizing care and support through its initiatives, impacting millions while maintaining a warm and nurturing communication style.
Mercedes-Benz is depicted as an aspirational brand, representing exclusivity and status. Its authoritative tone reinforces a sense of achievement and superiority among its customers.
Coca-Cola is synonymous with happiness, leveraging joyful language and imagery to create an emotional connection during moments of enjoyment. Its carefree personality encourages people to savor life.
IKEA is characterized by its no-nonsense, simple approach, appealing to everyday needs with humor and inclusiveness, fostering a sense of community.
Lastly, Apple is highlighted as a rebellious innovator that inspires creativity and originality. Its minimalistic approach and confident tone appeal to progressive thinkers across various industries.
Houraghan concludes by stressing that modern branding requires more than just aesthetics; brands must genuinely understand and connect with their audience on a human level, making it crucial to examine the characteristics that resonate with consumers.
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