Storytelling In Marketing And Sales: The Ethics Of

Story Telling In Marketing And Sales Assignmentthe Ethics Of Storyte

During the past week in class, we learned that all brand stories need to have a strong ethical foundation. Brands need to create and distribute messages that are honest and convey their corporate values. FOR THIS ASSIGNMENT, “CHOOSE ANY 1†OF THE FOLLOWING SHORT VIDEOS TO WRITE ABOUT: · “Apple 2013 Christmas commercial†· “WestJet Christmas Miracle†For the video you choose, answer the following questions about the story that is being told: (minimum 350 words, combine 1 to . Does this story affirm the company’s core values? Why or why not? 2. Does this story foster trust with each and every stakeholder? Why or why not? 3. Does this story help build relationships? Why or why not? 4. Does this story showcase diverse and inclusive behaviors? 5. Does this story honor the company’s commitments and promises to its customers? Why or why not? Note: Write a minimum of 350 words for above 5 questions, conveying your own thoughts and views.

Paper For Above instruction

In examining the ethical implications of storytelling in marketing and sales, it is essential to analyze how specific narratives align with a company's core values and foster trust, inclusivity, and authenticity. The chosen video for this analysis is the WestJet Christmas Miracle, a commercial that gained widespread acclaim for its heartwarming depiction of giving and human connection during the holiday season.

The WestJet Christmas Miracle story overwhelmingly affirms the company's core values of compassion, community, and generosity. The commercial showcases real-time gifts being delivered to unsuspecting passengers, emphasizing spontaneity, kindness, and the joy of giving. These elements align closely with WestJet’s brand identity as a caring airline committed to enhancing customer experiences beyond just transportation. By highlighting these values, the story reinforces what WestJet stands for, demonstrating that the company prioritizes human connection over profit, especially during a culturally significant time like Christmas.

Furthermore, this story fosters trust with stakeholders—customers, employees, and communities—by presenting an authentic and emotionally compelling narrative. Trust is built when consumers see a brand acting in accordance with its proclaimed values, and WestJet's commercial exemplifies this through genuine acts of kindness that resonate emotionally. The transparency of the commercial, showing real reactions and genuine surprises, supports perceptions of honesty and integrity, strengthening stakeholder confidence in the company's ethical standards.

In terms of relationship-building, the story excels by creating a shared emotional experience. It generates feelings of warmth, belonging, and mutual care, which can translate into increased brand loyalty and positive word-of-mouth. When consumers see a company actively participating in meaningful social narratives, it enhances the relational connection, making the brand more human and relatable. The commercial encourages viewers to reflect on their own capacity for kindness, thereby fostering a sense of community around the brand.

The commercial also demonstrates diversity and inclusive behaviors, as it depicts an array of passengers from different backgrounds, ages, and walks of life. The diversity showcased in the video emphasizes the airline’s commitment to inclusivity, suggesting that their services are for everyone regardless of ethnicity, age, or social status. This portrayal aligns with contemporary values of social justice and inclusivity, reflecting an ethical approach to storytelling that respects and celebrates diversity.

Lastly, the narrative respects and honors WestJet’s commitments and promises by delivering on the emotional anticipation built throughout the commercial. The genuine surprises and heartfelt reactions highlight the company’s dedication to exceeding customer expectations in kindness and service. By doing so, WestJet not only promotes its brand image but also confirms its promise of creating positive, memorable experiences for its customers, thereby strengthening trust and loyalty.

References

• Berger, J. (2014). Contagious: How to Build Word of Mouth in the Digital Age. Simon & Schuster.
• Coombs, W. T., & Holladay, S. J. (2012). The Handbook of Communication and Corporate Social Responsibility. Wiley-Blackwell.
• Hsee, C. K., & Hastie, R. (2006). Human judgment and decision making. Annual Review of Psychology, 57, 485-514.
• Keller, K. L. (2013). Strategic Brand Management. Pearson.
• Laufer, S., & Mandler, B. (2018). Ethical storytelling and corporate social responsibility. Journal of Business Ethics, 150(2), 299-312.
• Porter, M. E. (1985). Competitive advantage. Free Press.
• Skinner, H. (2012). Branding for Dummies. Wiley Publishing.
• Thompson, C. J., & Malaviya, P. (2013). Consumer-generated advertising: When consumers happen to be the messenger. Journal of Advertising, 42(2-3), 261-272.
• Wheeler, A. (2017). Designing Brand Identity. Wiley.
• Yellow Bird, M. (2014). Indigenous storytelling and ethics. Canadian Journal of Communication, 39(1), 135-150.