During the past week in class, we learned that all brand stories need to have a strong ethical foundation. Brands need to create and distribute messages that are honest and convey their corporate values.

For Project 4, choose one of the following videos to write about:

Apple 2013 Christmas commercial

WestJet Christmas Miracle

For the video you chose, answer the following questions about the story that is being told:

1. Does this story affirm the companys core values? Why or why not?

2. Does this story foster trust with each and every stakeholder? Why or why not?

3. Does this story help build relationships? Why or why not?

4. Does this story showcase diverse and inclusive behaviors?

5. Does this story honor the companys commitments and promises to its customers? Why or why not?