American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

In a Trojan Horse story about a product, which elements are most critical?

1. Your brand and your core idea

2. Your location and price

3. Your brand and location

4. Your core idea and price

The correct answer is: Your brand and your core idea

In a Trojan Horse story about a product, the most critical elements are your brand and your core idea. This approach emphasizes the importance of storytelling in marketing, where the narrative can draw customers in and create a deeper connection with the product. The brand represents the identity and values that resonate with potential customers, helping to establish trust and recognition in a crowded marketplace. It’s not just about the product itself but how consumers perceive it through the lens of the brand’s story and values. The core idea refers to the essential message or concept behind the product, which captures the audience's attention and adds meaning to the offering. A compelling core idea can differentiate the product, creating emotional engagement and driving customer loyalty. While location and price are certainly important aspects of a marketing strategy, they do not carry the same weight in the context of a Trojan Horse story, which focuses on engaging narratives and the emotional connections they foster rather than logistical or financial considerations. Thus, the effective combination of your brand's reputation and the strength of its core idea is what can authentically attract and retain customers.