Patagonia is an American company known for producing outdoor clothing and gear for activities such as hiking, climbing, and skiing. It was founded by Yvon Chouinard and it's well known the commitment they have towards sustainability and environmental protection. They started campaigns like "don't buy this jacket" or "protect wild places"and "protect our ocean" in order to save the planet from plastic waste and pollution.
Audience: Young - middle aged woman single to marital status upper to middle class (working pref. it seems as you need income to buy the products they recommend)
They help woman find their confidence through their beauty guides ad short stories. They provide entertaiment they offer good quality content to satisfy entertaiment needs. They solve the ugly by provideing information that is trending, current and easy to follow for beginners.
This is a company that focuses on producing pocket-friendly cosmetics such as lotions.
Their target market is the middle-class demographic and the youth.
The challenge they are here to solve is the high price of great beauty products, they solve this by creating great products and selling them at pocket-friendly prices without destroying the quality.
Applying the storytelling framework to branding humanizes their mission. Would love to see examples of brands like Patagonia or Warby Parker through this lens.
Samsung is one of the world's largest smartphone manufacturers, renowned for innovation and quality. The brand aims to meet diverse consumer needs by offering advanced technologies, sleek designs, and unique user experiences. With product lines like Galaxy S and Galaxy Note, Samsung addresses everyday challenges, enabling users to manage their lives effortlessly. The brand also emphasizes sustainability and enhancing customer experience through its products and services.
Who is the brand? Apple is a leading technology company renowned for its innovation in consumer electronics, software, and services. Founded in 1976, Apple is best known for products like the iPhone, iPad, MacBook, and its cutting-edge ecosystem that seamlessly integrates hardware, software, and services.
Who is their audience? Apple's audience spans tech enthusiasts, creative professionals, students, and business users. They cater to individuals who value high-quality, design-focused products and are willing to invest in premium technology for an enhanced user experience. Apple's ecosystem also appeals to those who prioritize security, privacy, and seamless integration across devices.
What challenge are they helping their audience to overcome? How are they doing it? Apple helps its audience overcome the challenge of fragmented technology and clunky interfaces by offering products that are intuitive, beautifully designed, and deeply integrated. Through its ecosystem—where the iPhone, iPad, Mac, Apple Watch, and services like iCloud work together—Apple simplifies the user experience, making technology more accessible and powerful for everyone. Additionally, Apple pushes innovation with powerful processors like the M1 chip, advanced designs, and enhanced privacy features, creating products that inspire creativity, boost productivity, and offer a more connected digital experience.
Ralph Lauren. consumers who value luxury, style, and classic design. Expressing Identity Through Timeless Fashion, Achieving an Aspirational Lifestyle, and Combining Functionality with Luxury.
Nike is a global sportswear brand known for its "Just Do It" slogan and innovative products that empower athletes and everyday people to perform their best. Their audience ranges from professional athletes to fitness enthusiasts and casual consumers. Nike helps its audience overcome physical and mental barriers by offering high-performance gear, inspiring marketing, and personalized digital experiences. Through innovation and powerful storytelling, Nike encourages people to push their limits and achieve excellence.
Their primary audience is younger customers (aged 10-25).
And their secondary audience is aged 25-40.
Here's one of the challenges Coca-Cola helps their customers to overcome:
They help their audience maintain their health by providing choices with various products.
For example, there are Coca-Cola products with low calories and sugar. People who choose this beverage will enjoy it while maintaining a healthy weight.
Who is the audience: Fenty beuty is a beauty and skincare brand that is tailored to the gen Z and milineual age group.
What challenge are they helping their audience to overcome? How are they doing it: Fenty Beauty has continuously shifted the standards of the beauty industry through diversity, inclusivity and affordabilty.
Who is their audience: International students, 17-29, who want to study in Ireland but they need a foundation course in order to fit the university requirements.
What challenge are they helping their audience to overcome? Basically they help them by delivering Foundation Courses, pass their exams and place them to the University they want. Meanwhile they help them optain their visa, bank account, accommodation and more
Who is the brand? Biti's shoes, a Viet footwear brand, made by Vietnamese, for Viet people.
Who is their audience? Viet shoe wearers of all ages and from all walks of life, probably more emphasis on working/middle class or even low-middle.
What challenge are they helping their audience to overcome? Offbrand shoes are prevalent on the market. Though affordable, their quality is compromised as well as the status they bring to the wearer. The high quality, authentic shoes are pricey.
How are they doing it? Offer authentic footwear with clear and trustworthy brandname --> status; at an affordable price to most Viet shoe wearers. Product lines target diverse segments of buyers in terms of age, gender, aesthetics, purposes of wearing, preferences etc. "Cherish the Viet feet" is their slogan.
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Who is the brand? Raw Essence: holistic care and natural cosmetics products.
Who is their audience? Wellness enthusiasts and spiritual seekers, mostly women audience btw 25-45
What challenge are they helping their audience to overcome? Stress and anxiety, emotional and physical burnout, disconnect from self and nature, losing the feminine and yin qualities in modern action oriented world.
How are they doing it? Products are designed for relaxation, emphasizing calming daily rituals. The ingredients are natural and clean, reminding a customer of the connection with nature, also promoting detoxifying qualities. Message of slowing down, self-love and self-care is emphasized with the product use.
Plum is an Indian cosmetic brand that offers wide range of cosmetic products catering to various need of individuals.
Who is their audience?
People who want to adopt clean beauty that is free from harsh chemicals and preservatives.
What challenge they are helping?
Making people aware about the ingredients that are being used in the cosmetic industry and educate people to become more aware and ultimately shift to clean beauty brand.
All their products are free from animal cruelty free from preservatives and free from harmful chemicals.
Also they are donating 1 percnt of their profit for the girl child education which is again a great initiative.
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