Challenge&Selection 

 There are a huge number of brands in the world , and new companies are created and opened every   day . However , not all brands become successful . The success and longevity of a brand depends   directly on the people who use it . Is the consumer sufﬁciently tied to the product ? Can a particular   product be replaced by a similar product from a competitor ? What emotion does the product evoke   in a person ? One of the main ways to make a consumer feel an emotion is to tell him a story that   resonates in his personality and life values . When there are millions of similar brands on the market   the only way to become visible is not only to create a good product but also to ﬁnd your audience ,   to create a strong emotional connection with them . The emotion we get from a thing is much   stronger than the thing itself . For example , why do people drink Coca - Cola at Christmas and not   Pepsi or Sprite ? Because Coca - Cola made consumers desire to buy their soda through an emotional   story : every Christmas , Santa drives a huge red truckload of bottles of Coke to give families a sense   of intimacy and a real Christmas spirit , to give people a chance to gather around the holiday table   and have a glass of soda . When we buy a drink from this particular brand , we are not really focused   on the quality of the product , but on the emotion we feel from its story . So , the story does n't offer a   solution to the consumer 's problem , but it does create a reason to use a particular brand . 

 Application 

 While studying at the HSE Art and design school , I needed to design an app to support a long- distance love affair . It was important to me to not only create an attractive , user - friendly design , but   also to make people download my app speciﬁcally . Studying similar products from competitors , I   realized that none of them told a real story , but only used cliched phrases and techniques to attract   the user . Then I realized what I needed to do to succeed . 

 Before writing the story , I decided to research my audience . I set up an Instagram survey where I   asked people a few questions about long - distance relationships , and then interviewed people who   had experienced such relationships . In the course of the conversation , I realized , ﬁrst , what   emotions my audience was experiencing from the problem , second , what pains they were going   through , and third , what needs they were really experiencing . It turns out that the main need that   people in long - distance relationships have is to share emotions , which gives a sense of the reality of   the person on the other side of the screen . People miss feeling the presence of a loved one close by .   I thought this could be the basis of the story I would tell the user . 

 Finally , I wrote the story of two young people who became the collective image of my audience .   They are a guy and a girl who are going through the real experience of a long - distance relationship   and are experiencing the same emotions and pains as potential users of my app . Once the emotional   contact with the audience is established , I offer a solution : the characters in my story have   downloaded my app and a new phase has begun in their life together . I described the positive   emotions they felt and how happy they were to be able to feel each other 's real presence . 

 Insight&Approach 

 I realized that a story does n't have to be complicated or unique , the main thing it has to carry is   emotion . It should resonate in the consumer 's soul , point to their pains and needs , which will   eventually lead the user to a reason to use my brand speciﬁcally . 

 So storytelling is an important tool that can help a brand become truly great . Storytelling is what   makes a consumer prefer a brand , despite the advantages of competitors . It is what gives a person   an emotion that is sometimes stronger than reason . It is not enough to have a quality product , good   service , but it is important to give the consumer unique warm emotions . 


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: Challenge&Selection 

 There are a huge number of brands in the world , and new companies are created and opened every   day . However , not all brands become successful . The success and longevity of a brand depends   directly on the people who use it . Is the consumer sufﬁciently tied to the product ? Can a particular   product be replaced by a similar product from a competitor ? What emotion does the product evoke   in a person ? One of the main ways to make a consumer feel an emotion is to tell him a story that   resonates in his personality and life values . When there are millions of similar brands on the market   the only way to become visible is not only to create a good product but also to ﬁnd your audience ,   to create a strong emotional connection with them . The emotion we get from a thing is much   stronger than the thing itself . For example , why do people drink Coca - Cola at Christmas and not   Pepsi or Sprite ? Because Coca - Cola made consumers desire to buy their soda through an emotional   story : every Christmas , Santa drives a huge red truckload of bottles of Coke to give families a sense   of intimacy and a real Christmas spirit , to give people a chance to gather around the holiday table   and have a glass of soda . When we buy a drink from this particular brand , we are not really focused   on the quality of the product , but on the emotion we feel from its story . So , the story does n't offer a   solution to the consumer 's problem , but it does create a reason to use a particular brand . 

 Application 

 While studying at the HSE Art and design school , I needed to design an app to support a long- distance love affair . It was important to me to not only create an attractive , user - friendly design , but   also to make people download my app speciﬁcally . Studying similar products from competitors , I   realized that none of them told a real story , but only used cliched phrases and techniques to attract   the user . Then I realized what I needed to do to succeed . 

 Before writing the story , I decided to research my audience . I set up an Instagram survey where I   asked people a few questions about long - distance relationships , and then interviewed people who   had experienced such relationships . In the course of the conversation , I realized , ﬁrst , what   emotions my audience was experiencing from the problem , second , what pains they were going   through , and third , what needs they were really experiencing . It turns out that the main need that   people in long - distance relationships have is to share emotions , which gives a sense of the reality of   the person on the other side of the screen . People miss feeling the presence of a loved one close by .   I thought this could be the basis of the story I would tell the user . 

 Finally , I wrote the story of two young people who became the collective image of my audience .   They are a guy and a girl who are going through the real experience of a long - distance relationship   and are experiencing the same emotions and pains as potential users of my app . Once the emotional   contact with the audience is established , I offer a solution : the characters in my story have   downloaded my app and a new phase has begun in their life together . I described the positive   emotions they felt and how happy they were to be able to feel each other 's real presence . 

 Insight&Approach 

 I realized that a story does n't have to be complicated or unique , the main thing it has to carry is   emotion . It should resonate in the consumer 's soul , point to their pains and needs , which will   eventually lead the user to a reason to use my brand speciﬁcally . 

 So storytelling is an important tool that can help a brand become truly great . Storytelling is what   makes a consumer prefer a brand , despite the advantages of competitors . It is what gives a person   an emotion that is sometimes stronger than reason . It is not enough to have a quality product , good   service , but it is important to give the consumer unique warm emotions .
### Output: 