We often confuse storytelling with simplistic or childish activities . Yes , it ’s true that we were frequently   read to as children . We loved story time at school and often were unable to go to bed unless a story was   read to us . So , what ’s so meaningful and special about this activity that we continue to desire a story ?      Quite simply , stories allow us to connect and engage . They form a bridge between us and the world   around us . They do this by putting us – human beings – at the center of an experience . We relate to   others and these stories allow us to follow along making their experiences relevant to our own .      Stories are fundamental to getting us to engage with brands , products , services . I work with numerous   companies on product development and design . I ’ve worked with many wineries . All of them create the   same product – more or less . There may be subtle nuances between the wines , but in our design and   branding work we strive to uncover each one ’s uniqueness . Each product ’s reason for being . Each   product ’s story . Storytelling in critical to the design process . It helps inform our creative choices . It gives   us a logical structure to all of our design decisions . Ultimately it is critical to the success of the wine   itself .      Let me give an example of my challenge . Many years ago , we were approached to help with the   branding , positioning and overall design of a new wine . We already knew that this product would be   successful due to the founder and his winemaker partner . One was a well - known NFL quarterback . The   other , a well - regarded winemaker already producing award - winning wines . Although , compelling at a   certain level none of that really matters to the consumer . Interesting , but not really relevant . Our   challenge was to uncover a story about these the founders that would create an emotional connection   between the people and the product . It needed a higher purpose beyond just great wine .     In the Module Two video , it mentions that storytelling is the difference between solving a problem and   creating a cause . Solving the problem of marketing a new wine would merely involve a tactical approach   maybe based upon activating some market dynamic . We could have selected this approach . It may have   “ solved the problem ” of marketing the wine . It may have led to some short - term success , but it would   have been an approach more suited to fast growth and then a quick sell strategy . Approaching the   challenge using storytelling as Andre Martin stated in the video creates a cause . This approach leads to   something more compelling and sustainable . This approach is especially critical for a consumer product .    We know that consumers are constantly scanning the shelves , connecting and selecting stories that are   relevant and engaging to them . They were n’t selecting the founders . They were selecting the story as   conveyed to them on the lable .     The story we uncovered was based upon the two founders returning back to their hometown to reignite   and reexperience all that was great about the place , the people , and the memories . We told the story of   Doubleback . Although this was based upon the two founders , it also was a theme that resonated and   was relevant to many . Knowing the audience is also a critical part of storytelling . Not only was it   relevant . It was also a story that they could envision or be a part of as well .      Once we uncovered this story , we were then able to expand upon it . We tied it to visual design cues . We   created variations or sub - chapters to help convey further aspects of the product and the marketing . In   fact , I think that a good indicator of a great story is its ability to be told over and over again while still   retaining the emotion power and connection . This is exactly what the Doubleback story did and   continues to do . It is not just a wine . It is a story . 

 We ’ve also studied other strategic tools , such is the learning launch . Although we did n’t launch our   “ ideas ” out into the marketplace to test if a specific positioning , product configuration , or price point   was desired , feasible , and viable . We did take our key assumptions or story variations and refined and   crafted them in order to test them to understand how they connected and how we needed to adjust   and refine them further . And , once we found our story , we then were able to test numerous design ,   messaging and associated marketing materials to ensure that they still resonated and conveyed the   Doubleback story . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: We often confuse storytelling with simplistic or childish activities . Yes , it ’s true that we were frequently   read to as children . We loved story time at school and often were unable to go to bed unless a story was   read to us . So , what ’s so meaningful and special about this activity that we continue to desire a story ?      Quite simply , stories allow us to connect and engage . They form a bridge between us and the world   around us . They do this by putting us – human beings – at the center of an experience . We relate to   others and these stories allow us to follow along making their experiences relevant to our own .      Stories are fundamental to getting us to engage with brands , products , services . I work with numerous   companies on product development and design . I ’ve worked with many wineries . All of them create the   same product – more or less . There may be subtle nuances between the wines , but in our design and   branding work we strive to uncover each one ’s uniqueness . Each product ’s reason for being . Each   product ’s story . Storytelling in critical to the design process . It helps inform our creative choices . It gives   us a logical structure to all of our design decisions . Ultimately it is critical to the success of the wine   itself .      Let me give an example of my challenge . Many years ago , we were approached to help with the   branding , positioning and overall design of a new wine . We already knew that this product would be   successful due to the founder and his winemaker partner . One was a well - known NFL quarterback . The   other , a well - regarded winemaker already producing award - winning wines . Although , compelling at a   certain level none of that really matters to the consumer . Interesting , but not really relevant . Our   challenge was to uncover a story about these the founders that would create an emotional connection   between the people and the product . It needed a higher purpose beyond just great wine .     In the Module Two video , it mentions that storytelling is the difference between solving a problem and   creating a cause . Solving the problem of marketing a new wine would merely involve a tactical approach   maybe based upon activating some market dynamic . We could have selected this approach . It may have   “ solved the problem ” of marketing the wine . It may have led to some short - term success , but it would   have been an approach more suited to fast growth and then a quick sell strategy . Approaching the   challenge using storytelling as Andre Martin stated in the video creates a cause . This approach leads to   something more compelling and sustainable . This approach is especially critical for a consumer product .    We know that consumers are constantly scanning the shelves , connecting and selecting stories that are   relevant and engaging to them . They were n’t selecting the founders . They were selecting the story as   conveyed to them on the lable .     The story we uncovered was based upon the two founders returning back to their hometown to reignite   and reexperience all that was great about the place , the people , and the memories . We told the story of   Doubleback . Although this was based upon the two founders , it also was a theme that resonated and   was relevant to many . Knowing the audience is also a critical part of storytelling . Not only was it   relevant . It was also a story that they could envision or be a part of as well .      Once we uncovered this story , we were then able to expand upon it . We tied it to visual design cues . We   created variations or sub - chapters to help convey further aspects of the product and the marketing . In   fact , I think that a good indicator of a great story is its ability to be told over and over again while still   retaining the emotion power and connection . This is exactly what the Doubleback story did and   continues to do . It is not just a wine . It is a story . 

 We ’ve also studied other strategic tools , such is the learning launch . Although we did n’t launch our   “ ideas ” out into the marketplace to test if a specific positioning , product configuration , or price point   was desired , feasible , and viable . We did take our key assumptions or story variations and refined and   crafted them in order to test them to understand how they connected and how we needed to adjust   and refine them further . And , once we found our story , we then were able to test numerous design ,   messaging and associated marketing materials to ensure that they still resonated and conveyed the   Doubleback story .
### Output: 