This document outlines smartphone brand stories following a hero's journey framework. It details stories for Apple, Samsung, Huawei, and Oppo. Each story outlines a brand hero, their desires, a brand mentor providing guidance, a gift received, and moral lesson learned. Apple's story positions it as the winner by highlighting its market leadership and ability to consistently innovate and meet customer wants. The document aims to tell stories for each brand that would be worth living for consumers.

1. A Hero’s Journey in the
Smartphone World
Digi Hadid
Abu | Anoyo | Basco | Golez
November 2017
Brand Stories Worth Living For

2. I. The 4 Brands
II. Apple
A. Brand Hero
B. A Letter From the Hero
C. Brand Mentor: The Innovator
D. Mentor Meets Hero
E. Brand Gift
F. Brand Boon
G. Moral of the Story
I. Samsung
A. Brand Hero
B. A Letter From the Hero
C. Brand Mentor: The Tech-savvy
D. Mentor Meets Hero
E. Brand Gift
F. Brand Boon
G. Moral of the Story

3. IV. Huawei
A. Brand Hero
B. A Letter From the Hero
C. Brand Mentor: The Divergent
D. Mentor Meets Hero
E. Brand Gift
F. Brand Boon
G. Moral of the Story
V. Oppo
A. Brand Hero
B. A Letter From the Hero
C. Brand Mentor: The Beauty Photographer
D. Mentor Meets Hero
E. Brand Gift
F. Brand Boon
G. Moral of the Story
VI. Most Effective Story

4. OppoApple Samsung Huawei
The 4 Brands

5. APPLE

6. Brand Hero
A man who is passionately creative,
one who is not afraid to go beyond
conformity, and believes that there is
always a better way of doing things.
He is always consumed by what he
has not done and seen yet.

7. A Letter from the Hero
I want to be different. I want something fresh and
innovative. I am always up for something that is creative
and novel regardless of the cost I am going to spend. As someone
who is not afraid to go beyond what is normal, I always find
excitement in trying out things that no one has ever done yet. That is
why I really look up to those who never conform, those who, instead
of following trends set the trend themselves and create a new
standard for everyone to beat.

8. Brand Mentor: The Innovator
With the constantly evolving environment accompanied
by complex changes in the way people live, there is
only one way to keep up. That is for you to never stop
innovating. You believe that there is always something
bigger and better that although you find what is infront
of you as good enough, being the creative person that
you are, you never settle.

9. Brand Mentor: The Innovator
Famous Innovators: Larry Page, Steve Jobs, Jeff Bezos, Travis Kalanick,
Garrett Camp
Innovative brands: Amazon, Uber, Netflix, Airbnb
Key Values: Perfection, Uniqueness, Richness
Shadow: Being innovative requires enough courage to take a step out of the
norm and to think differently. And while it is good, with people having a
convenient platform for criticism, being different is easier said than done.

10. Mentor Meets Hero
Think Different

11. Brand Gift
Reliability in innovation

12. Brand Boon
Innovation creates products that are
not just for some people.
It creates for every single person.

13. Moral of the Story
Take the courage to be different
and never stop innovating.

14. SAMSUNG

15. Brand Hero
A young adult who aspires to
improve his life, enrich his
experiences, and create a socially
responsible, sustainable future thru
technology.

16. A Letter From the Hero
Creating a socially responsible, sustainable
future is what I imagine and indeed, what I do. I imagine a
future that is exciting and promising for all together. I want
to inspire people around me that if we have better
technology, we will have a better life – a better future.

17. Brand Mentor: The Tech-Savvy
As a Tech-savvy, I have a passion for
innovative technologies. I lead the way to
groundbreaking innovations in technology and
I shape the future of the world. I am dedicated
to foster better and smarter lifestyles and
improve the global community.

18. Brand Mentor: The Tech-Savvy
Famous Tech-savvy: Mark Zuckerberg, Chris Hughes,
Bill Gates, Ashton Kutcher, Leonardo DiCaprio, Lady Gaga
Tech-savvy brands: Facebook, Microsoft, Google, Uber, Spotify
Key Values: Wholeness, Richness, Playfulness
Shadow: Being tech-savvy also includes innovation prowess thus,
as I explore new opportunities, there are new challenges ahead.

19. Mentor Meets Hero
Inspire the World, Create the Future

20. Brand Gift
Cutting edge technology

21. Brand Boon
Lead technological innovation to create a
better future full of digital experiences

22. Moral of the Story
Unleash inspirational ideas to create bigger
things for the future

23. HUAWEI

24. Brand Hero
A millennial who is seeking for a new
adventure and is ready to try something
out new. He desires to wield of
something that is equipped with speed
and efficiency in terms of performance.

25. A Letter From the Hero
My world is fast-changing. Yet, I witness several
things that even though evolving, is of something un-
differentiated. They all look the same and I am tired of it. They just keep getting
bigger and bigger, with more colors to choose from, with little improvements to
feast on, and nothing else. I want to let you, my family and friends, know that this
is not the world we wish to have. We want something better, something that goes
beyond what we can imagine. Today is the right time that we venture for that
creation, it is waiting for us, change is indeed coming to us.

26. Brand Mentor: The Divergent
The environment where you live is always in tight competition.
Products and services are all over the place fighting over the
same type of market by offering almost the same value
propositions. Yet here you are creating your own visual style
that makes yourself unique yet identifiable for others. You are
a nonconformist, curious, persistent and risk-taker. To stand
out among the crowd is your main goal in life. You want to
create your own niche and offer your best value for others to
see and for them to enjoy.

27. Brand Mentor: The Divergent
Famous Divergents: Tyrion Lannister, Tris Prior, Michael Jackson,
Rodrigo Duterte,
Divergent Brand: Starbucks, Human Nature, Airbnb, Uber, Angkas
Key Values: Beauty, Truth, Uniqueness
Shadow: Becoming divergent is no simple task. Not everyone is open and
willing to take risks for things that they never knew beforehand. Offers must
therefore be interesting, value-adding, and one-of-a-kind.

28. Mentor Meets Hero
Change the Way You See the World

29. Brand Gift
Ultimate Performance

30. Brand Boon
It is not a smartphone, it is an intelligent
machine that learns and adapts.

31. Moral of the Story
The new power of technology is with you,
speed and efficiency like never before.

32. OPPO

33. Brand Hero
A millennial who loves to capture the
real beauty of the world, to preserve
memorable moments, and to show
natural, real beauty of oneself
through photography.

34. A Letter From the Hero
Being a millennial, I really love to take pictures. May it be the places
I go, the food that I eat, the people I am with, or the activities that I
do, I want to preserve them through photos and share them to my friends
in social media. More importantly, I love to take selfies. Honestly, I feel so
good about myself whenever people like or reacts to my pictures in
Facebook, Instagram, and in my other social media accounts. However, to
take beautiful, natural photos, I really need a good equipment like DSLRs.
Most pictures taken using other cameras seems so beautified or unnatural
and loses the real beauty of the subject. Sadly, I cannot afford to buy good
cameras given my tight budget. With the many available innovative
cameras in the market, I hope that I can find a multi-purpose gadget that I
can bring anywhere and anytime.

35. Brand Mentor: The Beauty Photographer
Being able to see the beauty behind the truth, you
want to share to the world what you see by capturing
these in the photos you take. Living in this socially
connected digital world, you love to share what you
do through your pictures. You want to preserve
memories because you want to remember them
forever. You appreciate your environment. You are
not afraid to show who you really are. Driven by your
passion in photography, you reveal your true self.

36. Brand Mentor: The Beauty
Photographer
Famous Photographers: BJ Pascual, Mark Nicdao, Geloy Concepcion, Nico
Villegas
Brands: Canon, Sony, Nikon, Kodak, Polaroid, Fujifilm
Key Values: Beauty, Perfection, Truth
Shadow: Being a beauty and truth photographer may be easily misunderstood
and judged because many people cannot handle the truth. Passion may be
mistaken for narcissism and attention seeking.

37. Mentor Meets Hero
Capture the Real You

38. Brand Gift
Quality, beauty, and truth
don’t need to be expensive

39. Brand Boon
Capture beauty and take quality photos
like using digital cameras but not
spending too much.

40. Moral of the Story
Don’t be afraid to show the truth
because the truth is beautiful
and worth capturing.

41. Market leadership is one of the measures of being the
winner. Being a market leader means that the brand
is able to create an impact to their consumers and
capture their hearts and loyalty in purchasing the
brand. Apple brings about innovation in the
smartphone industry like nobody else. It never fails to
entice the market with its brand new offerings as it
brings what their customer wants and needs.
Who won the Story Wars?
APPLE

42. Hero’s Journey in the
Smartphone World
Digi Hadid
Abu | Anoyo | Basco | Golez
November 2017
Brand Stories Worth Living For