Assignment Five
Find examples of two brands or companies in a similar industry that significantly differ in terms of how successfully and effectively they use the tool of storytelling in communicating their guiding principles, vision, mission, or goals. For example, Intertek https://www.intertek.com/about/history/ (which is an example of poor storytelling) and PepsiCo https://www.pepsico.com/Purpose/Human-Sustainability/Promoting-Healthy-Lifestyle (which is an excellent example of using a storytelling tool in illustrating the brand's cope principles and values). Provide your analysis of two brands that you will find in terms of the effectiveness of a storytelling tactic. Discuss your view how a brand's storytelling could be improved for a brand that did not yet use this tool.