Read the following article :

https://jalopnik.com/ex-employees-say-hennessey-is-a-bigger-mess-than-you-ev-1778134112Links to an external site.

How does this additional information change your perception of Hennessey Brand ?

What brand story is being communicated in this video? Watch and analyze carefully.

Frameworks:

Ideal brand stories should answer the following:

• Who you are?
• Who are your customers?
• What solution/ value are you trying to provide?
• Does the solution/value do its job?
• What are the results so far (customer/market)?
• Personalization?
• Brand 3Ps- Purpose, Promise, Personality
• Stories - complete narrative (beginning, middle, end-resolution), intriguing, authentic (characters should be honest), create experience, emotional connection, details (small, vivid, important details), surprise, empathy, conflict-tension. How is it shared?

Customers Segments:

• Who makes up the customer base:
  • Demographics - age, gender, income, etc.
  • Psychographics
    • Personality
    • Lifestyle
    • Social Status
    • Activities, Interests & Opinions
    • Attitudes
  • Geographic
    • Location
    • Climate
    • Culture
    • Population
    • Urban, Suburban, Rural
    • Language
  • What do customers do?
    • Behavioral
      • Purchasing Behavior
      • Usage Behavior
      • Benefits sought
      • Occasions of purchase
      • Customer journey
      • Customer satisfaction
      • Customer Loyalty
      • Interests (keeping your customers interested)
      • Customer Engagement
      • User Status - Trial, Free, Freemium