Heroes
Who is the "hero" when looking at a company's marketing plan as a story?
A. Employees
B. CEO's
C. Customers
C. Customers
Companies tend to sell solutions to external problems, but customers buy solutions to [blank] problems.
A. External
B. Internal
C. Competitors
B. Internal
Customers trust a guide who has a
A. Plan
B. Solution
C. Vision
A. Plan
Customers do not take action unless they are [blank] to take action
A. Encouraged
B. Challenged
C. Told
B. Challenged
It is important to show the customer the [blank] of NOT doing business with us
A. Costs
B. Opportunities
C. Upside
A. Costs
When creating a marketing plan, a connection must be made between something the hero [blank] and how they are going to accomplish that
A. Gambles for
B. Buys
C. Wants/needs
C. Wants/needs
What is the primary role of the brand in this book?
A. Mentor
B. Guide
C. Hero
B. Guide
What is the brand's primary responsibility when creating a plan for customers?
A. Leader
B. Observer
C. Entertainer
A. Leader
What is a crucial step in crafting an effective call to action for customers?
A. Overloading customer with choices
B. Using vague language
C. Creating a clear and concise directive
C. Creating a clear and concise directive
What does a brand need to visualize for the customer at the end of the narrative?
A. Success
B. Progress
C. Failure
A. Success
Miller emphasizes that a brand should position itself as the hero of the customer's story.
A. True
B. False
B. False
Which of these is NOT a way to present authority as a brand?
A. Statistics
B. Awards
C. Billboards
C. Billboards
Which of these is NOT a type of plan that a brand can lay out for the character?
A. Game Plan
B. Process Plan
C. Agreement Plan
A. Game Plan
What are the two types of calls to action?
A. indirect and urgent
B. direct and transitional
C. transactional and subscription
B. direct and transitional
ATLEAST how many of the powerful desires must be associated with the resolution that was brought from purchasing the product?
A. 1
B. 2
C. 3
A. 1