Tools : Storytelling 

 1 . Challenge : 

 I ’ve started with a national pharmacy chain , The Local Choice , last year as Group Marketing Manager   and I ’ve noticed a huge challenge at hand . All marketing initiatives and campaigns did n’t align with   one message . A company must have 1 – 3 words / phrases that defines the brand , called the Brand   Mantra . E.g. Coca - Cola ’s brand mantra is Happiness , Volvo ’s brand mantra is Safety etc . Although   this word is not visible in their name or slogan , all marketing initiatives and campaigns are based   around their brand mantra . 

 2 . Selection : 

 I ’ve selected Storytelling as my design thinking tool in this process . Referring to the video lecture of   Joe Blanco : Storytelling is a fundamental part of every great brand . Storytelling is one of the most   powerful ways to breathe life into your brand and often called one of the main components of a   content marketing approach . By giving our brand an identity by capturing and sharing the stories they   really are , you can take your target audience on a journey they yearn to experience . In order for   consumers to form a personal connection with our brand , the brand mantra must be authentic ,   creative and inspirational . 

 3 . Application : 

 My first step was to take into consideration what our holding company ’s brand mantra was – Dis- Chem , the holding company and leading corporate pharmacy group ’s brand mantra is CARE . I then   turned my attention to the local community to ask them to share their stories . I visited the stores and   asked customers : “ why do you shop at The Local Choice ? ” – many customers were very eager to   share their inspirational stories . Lastly I had a group meeting with some of our franchisees and my   colleagues to explain to them that I am in search of our Brand mantra and what they think our story   must be . 

 4 . Insight : 

 I was definitely inspired with the outcome of this exercise . Customers shared stories of how special   they feel when they go to The Local Choice : “ The pharmacist always greets me , he knows my name ,   he knows my kids , and he knows my health history . I can always trust him to get me feeling better ,   fast . ” . One of the franchisees told a story : “ One Sunday afternoon , after the pharmacy closed , one of   my customers called and was in distress . Her son was stung by a bee and she had no more   antihistamine for the allergic reaction . I told the customer to meet me at the store in 5 min , I rushed to   the pharmacy to unlock and assisted the customer . She was so happy and grateful for helping her   son , and today she is a loyal customer . ” . Another customer ’s story : “ I am the office manager at the   church and can always rely on The Local Choice for support . They are always involved in the charity   events and they are known to make a positive impact , not only on your health , but in the lives of the   local community ” .      These stories made me realise what The Local Choice is all about :   trusted pharmacist and staff ,   excellent patient - pharmacist relationship , personal touch , local , treated in a kind and caring way ,   convenient retail store . Taking into consideration what the holding company ’s mantra is – CARE – I ’ve   concluded that The Local Choice ’ mantra is TLC ( tender loving care ) . Definition : if someone or   something needs some tlc , they need to be treated in a kind and caring way OR being cared for in a   considerate and solicitous way . TLC is an abbreviation for ‘ tender loving care ’ 

 5 . Approach : 

 Now that I ’ve established the brand mantra , I would definitely use the learning launch tool to develop   this initiative more in depth . I compiled 4 different “ pillars ” of which the “ tlc ” mantra can be   incorporated for all future campaigns : 

 •   TLC for me 

 •   TLC for my family 

 •   TLC for the locals 

 •   TLC for Africa 

 My approach would be to invite our Business Advisory Group , senior managers and our agency to a   learning launch session where we will discuss the products and services that fall in the pillars as   stipulated above . 


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: Tools : Storytelling 

 1 . Challenge : 

 I ’ve started with a national pharmacy chain , The Local Choice , last year as Group Marketing Manager   and I ’ve noticed a huge challenge at hand . All marketing initiatives and campaigns did n’t align with   one message . A company must have 1 – 3 words / phrases that defines the brand , called the Brand   Mantra . E.g. Coca - Cola ’s brand mantra is Happiness , Volvo ’s brand mantra is Safety etc . Although   this word is not visible in their name or slogan , all marketing initiatives and campaigns are based   around their brand mantra . 

 2 . Selection : 

 I ’ve selected Storytelling as my design thinking tool in this process . Referring to the video lecture of   Joe Blanco : Storytelling is a fundamental part of every great brand . Storytelling is one of the most   powerful ways to breathe life into your brand and often called one of the main components of a   content marketing approach . By giving our brand an identity by capturing and sharing the stories they   really are , you can take your target audience on a journey they yearn to experience . In order for   consumers to form a personal connection with our brand , the brand mantra must be authentic ,   creative and inspirational . 

 3 . Application : 

 My first step was to take into consideration what our holding company ’s brand mantra was – Dis- Chem , the holding company and leading corporate pharmacy group ’s brand mantra is CARE . I then   turned my attention to the local community to ask them to share their stories . I visited the stores and   asked customers : “ why do you shop at The Local Choice ? ” – many customers were very eager to   share their inspirational stories . Lastly I had a group meeting with some of our franchisees and my   colleagues to explain to them that I am in search of our Brand mantra and what they think our story   must be . 

 4 . Insight : 

 I was definitely inspired with the outcome of this exercise . Customers shared stories of how special   they feel when they go to The Local Choice : “ The pharmacist always greets me , he knows my name ,   he knows my kids , and he knows my health history . I can always trust him to get me feeling better ,   fast . ” . One of the franchisees told a story : “ One Sunday afternoon , after the pharmacy closed , one of   my customers called and was in distress . Her son was stung by a bee and she had no more   antihistamine for the allergic reaction . I told the customer to meet me at the store in 5 min , I rushed to   the pharmacy to unlock and assisted the customer . She was so happy and grateful for helping her   son , and today she is a loyal customer . ” . Another customer ’s story : “ I am the office manager at the   church and can always rely on The Local Choice for support . They are always involved in the charity   events and they are known to make a positive impact , not only on your health , but in the lives of the   local community ” .      These stories made me realise what The Local Choice is all about :   trusted pharmacist and staff ,   excellent patient - pharmacist relationship , personal touch , local , treated in a kind and caring way ,   convenient retail store . Taking into consideration what the holding company ’s mantra is – CARE – I ’ve   concluded that The Local Choice ’ mantra is TLC ( tender loving care ) . Definition : if someone or   something needs some tlc , they need to be treated in a kind and caring way OR being cared for in a   considerate and solicitous way . TLC is an abbreviation for ‘ tender loving care ’ 

 5 . Approach : 

 Now that I ’ve established the brand mantra , I would definitely use the learning launch tool to develop   this initiative more in depth . I compiled 4 different “ pillars ” of which the “ tlc ” mantra can be   incorporated for all future campaigns : 

 •   TLC for me 

 •   TLC for my family 

 •   TLC for the locals 

 •   TLC for Africa 

 My approach would be to invite our Business Advisory Group , senior managers and our agency to a   learning launch session where we will discuss the products and services that fall in the pillars as   stipulated above .
### Output: 