Reference no: EM132468464

Prompt: You will analyze how your organization uses its origin, purpose, and mission to stand apart from its industry competitors and connect with its target audience. Look to a close competitor of the brand to examine how your brand differentiates itself from the competitor. Explain how product characteristics contribute to your brand's unique personality and promise both tangible and intangible customer benefits. Specifically, the following critical elements must be addressed: I. Develop a Brand Narrative: Develop a brand narrative that addresses the following: A. The origins and purpose of the organization B. What differentiates the organization from its competitors C. The organization's dedication towards its mission

My answer:

BRAND NARRATIVE

We are Cooper's Seafood House founded in 1948 by our father, John Cooper, in a former passenger's station on the Erie Lackawanna Railroad Line. At the time we only sat 50 customers and it was our father's goal to serve quality seafood at an affordable price. 70 years later, we, Jack and Paul Cooper, John's sons, own and operate our family's restaurant. We have remained in the same location although we have taken on a vastly different appearance. Our restaurant has evolved from a train station to a pirate ship and lighthouse and seats over 500 customers. Our mission has remained the same-provide local customers with quality, affordable seafood.

Our slogan, "Embracing our people, our traditions, and our future" extends beyond the walls of our restaurant and into our community. We've always maintained a strong focus on giving back to the youth in our community through fundraisers and our Youth Achievement Awards, but now we are taking it a step further and renewing our commitment to sustainability.

We've recently placed more focus on developing our one-on-one relationships with our fisherman and fisheries. Unlike our larger competitors we are able to use smaller family run fisheries, helping to support small businesses in the fishing communities up and down the east coast. Within our restaurant walls our customers can now find bios of where we source our seafood. In keeping with our tradition of being a destination restaurant, our visitors will also find some of the actual fishing tools and pictures of our staff getting hands on experience with the fishermen. We are committed to knowing where our seafood comes from and that it is harvested in a safe and sustainable manner ensuring future generations will continue to enjoy delicious seafood dishes.

Our commitment to sustainability doesn't stop there. We have partnered with the Ocean Conservancy and their "Skip the Straw" campaign. We realized we were using 7,000-10,000 plastic straws per week. These straws had the potential to make their way into our oceans "posing a real danger to sea turtles, albatross, fish, and other wildlife" (Skip the Straw). Our initial plan was to only give plastic straws upon customer request, but we felt we could do more. We now offer a completely non-disposable stainless-steel straw with a pirate ship engraved on it, thereby reducing our straw waste to zero. In addition, we offer our customers the opportunity to purchase one of these engraved straws for $2.00 with 50% of the proceeds being donated to the Ocean Conservancy. Each visit, when the customer brings the straw back, they receive one free soft drink.

With our new sustainability model we're excited to continue to provide quality, affordable seafood to our community and raise our slogan, "Embracing our people, our traditions, and our future" to a higher standard doing our part to protect the oceans for generations to come.