AUDIO BOOK

GRAPHICS
REFERENCE
 CHAPTER 2

And Meets And Calls

a Guide Them to Action
A Character
That Ends
in a Success

Who Gives
Them a Plan

That Helps Them

Avoid Failure

Has a Problem

Meets Haymitch
He’s won the Hunger Games

Competes
Katniss Lives
Katniss District 12 Rejoices

Has to endear the

public to get sponsors

Katniss Dies
HUNGER District 12 is Crushed
External: Must survive GAMES
Internal: Must stay good and authentic
Philosophical: Tyranny vs. democracy
 CHAPTER 3

My BrandScript

A CHARACTER AND MEETS A GUIDE AND CALLS THAT ENDS

THEM TO ACTION IN A SUCCESS

WHAT DO THEY WANT? EMPATHY DIRECT

AUTHORITY

TRANSITIONAL

HAS A PROBLEM

VILLAIN
WHO GIVES
THEM A PLAN
THAT HELPS THEM
PROCESS
AVOID FAILURE
INTERNAL

EXTERNAL

AGREEMENT

CHARACTER TRANSFORMATION
PHILOSOPHICAL

FROM TO

My BrandScript

A CHARACTER AND MEETS A GUIDE AND CALLS THAT ENDS

THEM TO ACTION IN A SUCCESS

WHAT DO THEY WANT? EMPATHY DIRECT

AUTHORITY

TRANSITIONAL

HAS A PROBLEM

VILLAIN
WHO GIVES
THEM A PLAN
THAT HELPS THEM
PROCESS AVOID FAILURE
INTERNAL

EXTERNAL

AGREEMENT

CHARACTER TRANSFORMATION
PHILOSOPHICAL

FROM TO

OVERALL BRAND

My BrandScript My BrandScript

A CHARACTER AND MEETS A GUIDE AND CALLS THAT ENDS A CHARACTER AND MEETS A GUIDE AND CALLS THAT ENDS
THEM TO ACTION IN A SUCCESS THEM TO ACTION IN A SUCCESS

WHAT DO THEY WANT? EMPATHY DIRECT WHAT DO THEY WANT? EMPATHY DIRECT

AUTHORITY AUTHORITY

TRANSITIONAL TRANSITIONAL

HAS A PROBLEM HAS A PROBLEM

VILLAIN VILLAIN
WHO GIVES WHO GIVES
THEM A PLAN THEM A PLAN
THAT HELPS THEM THAT HELPS THEM
PROCESS AVOID FAILURE PROCESS AVOID FAILURE
INTERNAL INTERNAL

EXTERNAL EXTERNAL

AGREEMENT AGREEMENT

CHARACTER TRANSFORMATION CHARACTER TRANSFORMATION

PHILOSOPHICAL PHILOSOPHICAL

FROM TO FROM TO

DIVISION DIVISION

My BrandScript My BrandScript My BrandScript

A CHARACTER AND MEETS A GUIDE AND CALLS THAT ENDS A CHARACTER AND MEETS A GUIDE AND CALLS THAT ENDS A CHARACTER AND MEETS A GUIDE AND CALLS THAT ENDS
THEM TO ACTION IN A SUCCESS THEM TO ACTION IN A SUCCESS THEM TO ACTION IN A SUCCESS

WHAT DO THEY WANT? EMPATHY DIRECT WHAT DO THEY WANT? EMPATHY DIRECT WHAT DO THEY WANT? EMPATHY DIRECT

AUTHORITY AUTHORITY AUTHORITY

TRANSITIONAL TRANSITIONAL TRANSITIONAL

HAS A PROBLEM HAS A PROBLEM HAS A PROBLEM

VILLAIN VILLAIN VILLAIN

WHO GIVES WHO GIVES WHO GIVES
THEM A PLAN THEM A PLAN THEM A PLAN
THAT HELPS THEM THAT HELPS THEM THAT HELPS THEM
PROCESS AVOID FAILURE PROCESS AVOID FAILURE PROCESS AVOID FAILURE
INTERNAL INTERNAL INTERNAL

EXTERNAL EXTERNAL EXTERNAL

AGREEMENT AGREEMENT AGREEMENT

CHARACTER TRANSFORMATION CHARACTER TRANSFORMATION CHARACTER TRANSFORMATION

PHILOSOPHICAL PHILOSOPHICAL PHILOSOPHICAL

FROM TO FROM TO FROM TO

PRODUCT PRODUCT PRODUCT

 CHAPTER 4

A CHARACTER

WHAT DO THEY WANT?

Sentirse bellas y relajarse. Un

momento propio. Estatus y
aceptacion2

CHAPTER 5

HAS A PROBLEM

VILLAIN

Cosméticos sintéticos
irresponsables

INTERNAL
Me quiero sentir bien y
bella y ser vista como
responsable
EXTERNAL

Necesito cuidado personal

PHILOSOPHICAL
Mi elección de belleza
responsable salva al planeta y
ayuda a los vulnerables
 CHAPTER 6

AND MEETS A GUIDE

EMPATHY
Entendemos que el dolor de espalda
puede ser insoportable, las arrugas
se extienden y nos sentimos
descuidados.
AUTHORITY
Equipo de profesionales certificados, con continua
capacitacion. Tenemos 4.9 estrellas en google y 4.5 en
Facebook con más de 4.200 seguidores.
Trabajamos junto a marcas que poseen certificaciones
Sin Tacc, Vegan, Cruelty Free, EcoCert, y muchas otras.
CHAPTER 7

WHO GIVES
THEM A PLAN
PROCESS

1. Vení a nuestra boutique en Viedma 475

2. Elegí tus productos y reservá tus servicios naturales

3. Conectate con la naturaleza y tu cuerpo

Todos nuestros serviciosAGREEMENT

están acompañados de aromaterapia para que puedas
conectarte con tu ser, centrarte en el presente y disfrutar de los beneficios de los
ingredientes naturales.
Embellecé tu cuerpo de manera natural con productos de marcas seleccionadas y
responsables. Son libres de crueldad animal.
Con tu compra, estas contribuyendo al cuidado del medio ambiente y a crear una
sociedad mas justa.
Tus compras aportan ayuda a ONGs y causas locales relacionadas al cuidado
medio ambiente, la inclusión por discapacidad o enfermedades, al empoderamiento
de mujeres y la protección contra el maltrato animal.
 CHAPTER 8

AND CALLS
THEM TO ACTION

DIRECT

Comprá productos y
servicios de belleza y
estética responsables
en Viedma 475

TRANSITIONAL

Samples, testers,
Testimonies
Free information (knowledge)
Blog?

CHAPTER 9

THAT HELPS THEM

AVOID FAILURE
 CHAPTER 10

B E F O R E YO U R B R A N D A F T E R YO U R B R A N D

What do they have?

What are they feeling?

What’s an average day like?

What is their status?

* From Ryan Deiss of Digital Marketer

THAT ENDS
IN A SUCCESS
 CHAPTER 11

CHARACTER TRANSFORMATION

FROM TO

CHAPTER 12
 CHAPTER 13

Boring Mission
Statement

Weak Middle Sound Bites That

Management Don’t Resonate

EXECUTIVE
VISION

LEADERSHIP PUBLIC
DEVELOPMENT RELATIONS

Dead-end Rogue
Jobs L Messaging

E
CAREER
T E R N A

X
SOCIAL
DEVELOPMENT

T E R N A
N A R R AT I V E
VOID

CORPORATE BRAND
N

COMMUNICATION I L ADVERTISING

Expensive
Internal White
Image Shaping
Noise

ONBOARDING LOCAL
AND TRAINING MARKETING

Broad and
Fostering
Desperate
Disengagement
Discounting
 CHAPTER 13

Enticing
Narrative

Strong Intriguing
Emerging Messages
Leaders That Sell

EXECUTIVE
VISION

LEADERSHIP PUBLIC
DEVELOPMENT RELATIONS

Inspired Glowing Brand

Career Paths L Sentiment

E
CAREER
T E R N A

X
SOCIAL
DEVELOPMENT

T E R N A
CLEAR
STORY

CORPORATE BRAND
N

COMMUNICATION I L ADVERTISING

Perfect
Lively Messages
and Empowered Positioning in
Culture
Mission

ONBOARDING LOCAL
AND TRAINING MARKETING

Impassioned and Segmented

Inspired New Customer
Hires On-ramping