Who is the brand?
La Mesa por la Vida y la Salud de las Mujeres is a Colombian organization working to ensure women’s sexual and reproductive rights, particularly through information, support, advocacy, and communication.
Who is its audience?
Its audience is broad. It includes women and individuals who need information about their sexual and reproductive rights, but also health professionals, social organizations, journalists, decision-makers, and people interested in these topics.
What challenge are they helping their audience overcome?
One of the main challenges is the lack of clear and accessible information about sexual and reproductive rights, as well as the barriers many people face in exercising them. This is compounded by misinformation, prejudices, and a lack of awareness about the routes and mechanisms available to claim these rights.
How do they do it?
They do this by making information that is often legal, technical, or complex more understandable through accessible formats. Through campaigns, social media, publications, research, educational tools, and case support, they help people understand their rights and know what they can do when they encounter a barrier. They also work with other organizations and carry out advocacy actions to promote changes that ensure these rights are truly guaranteed.
If I apply this to the three elements of storytelling, the main character would not be La Mesa, but rather the women and individuals who need to exercise their rights; the conflict is the barriers and misinformation; and La Mesa appears as the one providing tools and support to help them move toward a solution. I find that last part especially effective for the HubSpot exercise, as it positions the audience as the protagonist rather than the organization.
Calvin Klein is a global fashion house that embodies modern minimalism, effortless sophistication, and bold provocation. It established its reputation through clean lines, neutral color palettes, and an aesthetic closely tied to pop culture and youth.
Who is its audience?
It is composed primarily of young people, young adults, and modern-minded individuals who value authenticity, contemporary design, and comfort.
What challenge are they helping their audience overcome?
They help their audience overcome the challenge of finding a balance between absolute comfort and aesthetic appeal (sexual appeal and elegance).
How do they do it?
Through the design of “Essential Luxury,” by creating simple yet tailored silhouettes.
In addition, they use high-impact advertising campaigns featuring celebrities and models of the moment (from Brooke Shields and Kate Moss in their day to current K-pop or Hollywood stars).
Who is the brand? Damascus is a brand that manufactures technology and household items.
Who is its target audience? Its audience consists of families, particularly those looking to improve their home life or replace old appliances with more efficient and up-to-date ones.
What challenge are they helping their audience overcome? They help overcome the challenge of searching for household items and appliances, offering a variety of options and different price points tailored to their customers.
How do they do it? By stocking each location, providing customer service, and creating areas where customers can see appliances (such as televisions) in action or view demonstrations of how a product (such as a kitchen) would look once purchased, thereby contributing to customer satisfaction.
Who is the brand?
Apple is a technology company that designs products such as the iPhone, Mac, iPad, and Apple Watch. The brand is characterized by offering easy-to-use technology with an appealing design and a seamless experience across its devices.
Who is its audience?
Its audience consists of people looking for practical, modern, and reliable technology, whether for personal use or for studying, working, creating content, or communicating.
What challenge are they helping their audience overcome?
Apple helps its users overcome the difficulty of using complex or poorly integrated technological tools. Many people need to perform their activities in a faster, simpler, and more organized manner.
How do they do it?
They do so by developing products and services that work together in an integrated and intuitive way. For example, a user can take a photo with their iPhone, view it on their Mac, store information in iCloud, and continue working from different devices. In this way, Apple aims to make technology simpler and more useful in everyday life.
Character: The user who needs simple and efficient technology.
Conflict: The difficulty of using complex or disconnected tools.
Resolution: Apple offers an ecosystem of easy-to-use, interconnected products.
Who is the brand?
Winny is a Colombian brand focused on baby care and protection. Its portfolio primarily includes diapers and wet wipes, and its communication centers on supporting families through the different stages of a baby’s growth. The brand aims to convey trust, protection, and closeness to parents.
Who is its audience?
Its main audience consists of mothers, fathers, and caregivers of babies and toddlers, particularly those looking for reliable products to protect their baby’s skin and make daily care easier.
What challenge are they helping their audience overcome?
One of the main challenges for parents is keeping their baby dry, comfortable, and protected throughout the day, while preventing leaks, moisture, and irritation on very delicate skin. At the same time, they seek practical products that give them peace of mind during a stage full of new learning experiences.
How do they do it?
Winny addresses this challenge by developing different lines of diapers and wet wipes tailored to the needs and stages of the baby. Its diapers use materials and absorption systems designed to keep the skin dry, provide comfort, and reduce the risk of irritation. Furthermore, the brand does not limit itself to selling products: it also creates content, tools, and information about motherhood and baby care, aiming to support parents throughout the entire process.
In this story, the characters are the parents and their babies, the conflict is the daily challenges of caring for, keeping comfortable, and protecting the baby, and the resolution is Winny as a brand that offers products and support to make this stage simpler and safer.
Who is the brand?
Nike is an American brand of sportswear, footwear, and accessories. Its purpose is to inspire and motivate people to engage in sports and push their own limits.
Who is its audience?
Its audience consists primarily of people interested in sports, exercise, and an active lifestyle, ranging from professional athletes to those simply looking to stay active.
What challenge are they helping their audience overcome?
Nike aims to help people overcome obstacles such as a lack of motivation, the fear of not being good enough, or the difficulty of achieving their athletic and personal goals.
How do they do it?
They do this through sports products designed to enhance performance, as well as advertising campaigns that tell stories of effort, discipline, and self-improvement. In this way, Nike doesn’t just sell products; it seeks to convey the idea that anyone can strive and achieve their goals.
Who is the brand? Intibon, the most well-known feminine intimate care brand in Colombia.
Who is its audience? Young and adult women (aged 18–40) who want to feel fresh, secure, and comfortable every day.
What challenge are they helping their audience overcome? Discomfort, insecurity, and the taboos surrounding discussions about intimate care. Many women feel embarrassed or don’t know how to take proper care of themselves.
How do they do it?
Using a storytelling framework:
Character: A real, ordinary woman — a professional, student, or mother. 2. Conflict: Feeling insecure or uncomfortable during the day, especially during her period, on a romantic date, or after the gym. 3. Resolution: Intibon provides freshness and confidence, allowing her to forget about those worries and focus on her life with assurance and naturalness, normalizing the female experience.
That’s why their ads don’t say “buy soap with balanced pH” — they say “feel secure, feel like yourself.”
¿Quién es su público? Jóvenes estudiantes y adultos del ambiente corporativo
¿Qué reto están ayudando a su público a superar? Redacción y transcripción de ideas con un utensilio duradero y de buena calidad.
¿Cómo lo hacen? Ofreciendo tipos de lapiceros/bolígrafos de tinta seca adaptados al uso y gusto del perfil de cada cliente, con una variedad de precios.