Conflict, Tension, and Stakes

Define the primary types of conflict relevant to branding: internal (customer's dilemma) and external (market challenge).

Explain how raising the stakes for the customer maintains audience engagement.

Describe techniques for escalating narrative tension towards a resolution.

Analyze how the problem-solution dynamic in marketing functions as a conflict-resolution structure.

Construct a brand narrative that positions a product or service as the key to resolving a central conflict.