1. There are seven types of storytelling archetypes. Select two TV commercials or two online video commercials and describe which storytelling archetype was utilized.
2. Watch Google's "Dear Sophie," advertisement. What elements did Google use to help make this advertisement an effective storytelling tool?
3. What was your most recent unpleasant or unsatisfying customer service experience? If you were the brand director for that company, what would you recommend changing to realign the experience to the brand promise.
4. Building a loyalty program can help strengthen customers' relationship to the brand. What's your favorite loyalty program and why? What would improvements to the program would you recommend to the brand?