From the course: Storytelling for Business Video
Join today to access over 22,600 courses taught by industry experts or purchase this course individually.
Two sides of the globe
- Here's what happened when we visited the executives at Globe International Bank with our idea for their business video. We presented a great story about the aspect of Globe's brand we think is most important, trustworthiness. The Globe execs paid close attention, asked several penetrating questions, then gave us their conclusion. They hated it. They explained that the story we had presented had the right message but for the wrong audience. Our story focused on the executive team at Globe, showing their personal values of integrity, altruism, and commitment, and demonstrating how those values filtered down into the bank and its branches all over the world. We hoped to communicate the message that the folks who run Globe care about people and so could be trusted to care about you and your money. The Globe execs were flattered but taught us that typical Globe consumers don't give a darn who ran the company, no matter how upstanding they were. No, the customers wanted to know that they…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.