Guest Post by: Stefanie Grieser, BComm student at UVIC (@smgrieser)
When will I ever use this in the “real world”? This is a reoccurring student question and one that I have dismissed as a rhetorical one when it comes to certain classes.
I know most students sit through one class or another, whether it be English or math, and wonder how the things they are learning in the classroom will eventually apply to the working world. Well through this very brief, yet highly interesting and dynamic internship at Copeland I feel that my Theatre, English and French literature courses parallel to the advertising industry.
And I know what you are thinking: How can English, French and Theatre courses have anything to do with advertising?
Although now pursuing a business degree at the University of Victoria, I always enjoyed literature and theater resulting in my choice of electives, but decided that a business degree was more practical. Overall, a business degree would surely give me skills that I could more easily transfer to the work place.
I was wrong. While I sat in on a brand audit session the other day, I thought that this work paralleled all those classes that I loved, yet dismissed as somewhat useless beyond my own interest. Let me explain: when unraveling a company’s true brand, you are unraveling their nature and their personality: not what they do, but how they do it. With theatre and literature you do the same. You break down all the words, lines and actions and reduce it to some underlying message the author is sending to its audience, similar to branding, where you break down what the client is saying and in the end you narrow down their brand to one sentence describing that brand. Call me crazy, but I find these concepts are very similar.
The brand audit session was one of the things I enjoyed doing most at Copeland. Speaking with a client and discovering what their brand truly is, is like watching a play or reading a novel and discovering its purpose and message.