Case Study Writing Workshop

• New lesson editor
• Communicatie
• HBO
• Studiejaar 4

Master International Communication​

Block 1.2

Case Study Writing Workshop

Instructor: Candice Roberson​

[e-mail]

 

Learning Objective

At the end of the lesson you will be able to write case studies with clear structure, cohesion, narrative skill, and appropriate tone across all sections.

Workshop Agenda

• Assignment overview

• Writing style tips by section

• Grammar & style exercises

- Break -

• Self-Editing & Draft mapping

• Peer review & feedback

• Q&A

Assignment overview
What the case study asks you to do and how the sections fit together

Writing styles by section
How tone and structure shift across introduction, analysis, recommendations, and story

Grammar & style exercises

Clarity, sentence structure, and flow (hands-on practice)

— Break —

Self-editing: apply to your draft
Revising one section or paragraph using a checklist

Peer review & feedback
Giving and receiving focused, constructive feedback

Q&A

Case Study - Assignment Overview

"You will choose a brand within a product or service category and analyze how it creates (or fails to create) meaning, connection, and distinctiveness within its context. Building on your analysis, you will develop a focused brand strategy with a renewed positioning and narrative. This will allow you to combine analytical reasoning with creative strategic thinking, demonstrating your ability to integrate knowledge and perspectives into an original, communication-driven solution (competence C6)."

• < 2000 words

• At least 5 unique sources, of which >50% are from class materials or academic articles

• Max. 2 appendix pages

• Logical build-up

• Clear, concise, coherent

Title Page

1. Introduction

2. Analytical Framework

3. Diagnosis & Key Insight

4. Focused Brand Positioning & Narrative

5. Conclusion

References

Appendix

What stage of writing the case study are you in now?

1

I haven't started yet.

2

I've chosen a brand, still analyzing.

3

I've drafted parts.

4

I've written most of it and need to edit.

One assignment, different writing objectives

Inform

Context, scope, definitions

Analyse

Apply theory, provide evidence

Advise

Propose & justify strategy

Engage

Bring the brand character to life

Conclude

Reinforce key insights

Even though this is one assignment, the writing is doing different jobs in different sections.
That’s why the style changes, especially in the brand narrative

Case Study Sections - Style Guide

• Clear & factual

• Evidence-based

• Evaluative

• Actionable

• Engaging & expressive

Writing Style

Section

• Introduction

• Analysis

• Diagnosis

• Brand Positioning

• Narrative

Purpose shift = tone shift

Introduction - Setting the stage

Style: Factual, concise, contextual

Purpose: Familiarize the reader with the brand

"Aurora Sodas began in 2010, making organic soft drinks for health-conscious urban consumers. In ten years, the brand has expanded to five countries and now competes with both multinational and local beverage companies. Its mission is to redefine soda: refreshing and guilt-free, using only real ingredients. Tastes good, feels better."

This is your reader's first impression. Just give the essentials:
brand, product, audience, context, and why it matters

What makes the brand you choose interesting to analyse?

Analytical Framework - Assess with Evidence

Style: Data-driven, comparative, objective
Purpose: Apply theory to explain how the brand builds meaning, identity, and relationships

"Aurora Sodas positions itself as an ethical, urban-friendly soft drink brand (Aurora, 2025). Its products feature only natural ingredients, which 68% of surveyed customers report as an important purchase factor (Jones, 2025). Social media posts highlighting taste and health benefits receive the highest engagement, while competitor brands focus primarily on tradition and convenience (Lee, 2023). These insights suggest that Aurora has built a solid functional connection with consumers, but its emotional connection remains moderate. Strengthening storytelling and brand-consumer interaction could help to deepen loyalty and differentiate the brand from rivals (Brown, 2025)."

This is your reader's first impression. Just give the essentials:
brand, product, audience, context, and why it matters

Style: Evaluative, reflective, focused

Purpose: Identify what isn’t working or what could be

improved; highlight the main strategic question for the brand

“Despite Aurora Sodas’ strong positioning as a health-focused beverage brand, engagement data suggest that emotional connection with consumers is moderate rather than strong (Brown, 2025). Customers appreciate the natural ingredients and taste, but the brand's messaging lacks a compelling story that clearly differentiates Aurora from competitors emphasizing similar values (Lee, 2023). The main challenge, therefore, is determining how Aurora can translate its mission into a more relatable and consistent brand narrative that strengthens loyalty and consumer advocacy.”

Diagnosis & Key Insight

One clear strategic tension, not a list of issues

What's the biggest challenge your brand faces?

Positioning Statement: Aurora Sodas is the ethical, guilt-free soda brand for urban consumers who want a refreshing, healthy drink that fits their values and lifestyle.

• Points of Parity (POPs): High-quality taste, recognizable soft drink category

• Points of Difference (PODs): Ethical sourcing, natural ingredients, playful urban personality

Brand Idea:

• Purpose (3–5 words): Refresh responsibly, live fully

• Functional & Emotional Benefits: Taste that satisfies; guilt-free indulgence; aligns with personal values

• Brand Promise: Consistently deliver natural, ethical, and enjoyable soda experiences

• Experience: Packaging, social media, campaigns convey transparency, playfulness, and health-consciousness

Brand Resonance / Brand Love:

• Judgments & Feelings: Consumers trust Aurora for authenticity, feel joy and excitement from guilt-free indulgence, perceive the brand as playful and socially responsible

• Relationship Goals: Encourage repeat purchases linked to health-conscious routines; inspire sharing of experiences on social media; motivate brand advocacy; drive participation in interactive campaigns

Brand Positioning - Define Direction

Style: Actionable, strategic, straight-forward

Purpose: Show the brand’s strategic direction, promise, consumer experience, and desired relationship outcomes

*This is a good place to use graphics or bullet points instead of paragraphs

Style: Engaging, expressive, illustrative

Purpose: Demonstrate how the brand communicates its promise, tone, and emotion consistently

Brand Narrative - Promise in Action

"We founded Aurora Sodas in 2010 to prove that soda could be both delicious and honestly produced, giving health-conscious urban consumers a guilt-free indulgence. Each of our drinks promises natural ingredients and a joyful, refreshing taste. By sourcing responsibly and highlighting ingredient quality, we give consumers confidence that their beverage choice aligns with their values. Drinking Aurora feels playful and empowering, turning an everyday refreshment into a small moment of celebration. Our brand connects with urban professionals, students, and socially aware consumers through campaigns that blend transparency, humor, and vibrant visuals across social media, events, and packaging. Every interaction — from the cheerful tone of posts to the design of the cans — reflects Aurora’s core promise: refresh responsibly, live fully. Aurora Sodas began with a simple promise: to make health enjoyable for everyone. Today, countless customers share stories of sparkling change—discovering healthier habits one delicious sip at a time."

Purpose: “prove that soda could be both delicious and ethically produced”

Promise: “Each bottle promises natural ingredients and a playful, refreshing taste”

Truth: “sourcing responsibly and highlighting ingredient quality”

Emotion: “feels joyful and empowering, turning an everyday refreshment into a small moment of celebration”

Connection: “urban professionals, students, and socially aware consumers…campaigns…across social media, events, and packaging”

Expression: “cheerful tone of posts…design of the bottles…reflects Aurora’s core promise”

If you like, the next step can be creating a slide showing students how to map their own six elements into a story, using this example as a template for their own brands.

Do you want me to do that next?

Use three adjectives to describe your brand

Grammar & Style Exercises

Broadly applicable writing tips

Which verb fits best in the sentence?

"Aurora Sodas consistently ____________ it's commitment to natural, healthy ingredients in marketing materials."

A

tells

B

demonstrates

C

exposes

D

proves

Use precise, professional verbs

Which adjective fits best in the sentence?

"Aurora's fruit punch seltzer has a ___ flavor profile that appeals to a health-conscious palate "

A

crisp

B

good

C

sweet

D

delightful

Which sentence is the most coherent alternative for:

"Aurora sodas are delicious. They are healthy."

A

Aurora sodas taste good and are healthy.

B

Aurora sodas are both delicious and healthy.

C

Aurora sodas are healthy; they are tasty.

D

Aurora sodas are tasty and healthy drinks.

Revise for clarity:

"The product is designed to be healthier."

A

The product aims to make you healthier.

B

The product promotes better choices.

C

The product provides a healthy alternative.

D

The product is designed for health benefits.

Choose the best TOPIC SENTENCE for the paragraph below:

"_______________ . Although Aurora Sodas communicates a strong commitment to sustainability, this message is not consistently supported across all touchpoints. The brand’s website emphasizes environmental responsibility, yet packaging design provides limited information about sourcing or carbon impact. As a result, sustainability functions more as a supporting claim than as a fully integrated element of the brand’s positioning."

A

“Aurora Sodas mentions sustainability in its communication.”

B

“Sustainability is increasingly important for many beverage brands.”

C

“While sustainability is part of Aurora Sodas’ messaging, it is not fully embedded in the brand’s overall positioning.”

D

“Aurora Sodas uses several communication channels to reach consumers.”

It signals evaluation, not description

It sets up a tension that the paragraph then explains

It aligns with the diagnosis/insight tone of the assignment

Choose the stronger sentence for business writing.

A

Products emphasizing natural ingredients were launched by Aurora Sodas in 2015.

B

Aurora Sodas launched products emphasizing natural ingredients in 2015.

Business writing (usually) should use active rather than passive voice

Find the error in this sentence:

“Aurora Sodas was founded in 2010, expanded internationally in 2015, and launches new products every year to meet consumer demand.”

Which version integrates the sources most clearly and professionally?

A

Aurora Sodas focuses on organic ingredients and natural sourcing (Aurora, 2025). Studies show this approach increases consumer trust (Jones, 2025).

B

Aurora Sodas focuses on organic ingredients and natural sourcing. This approach increases consumer trust. (Jones, 2025)

C

Aurora Sodas focuses on organic ingredients and natural sourcing (Aurora, 2025) and increases consumer trust according to a study (Jones, 2025).

D

Aurora Sodas focuses on organic ingredients and natural sourcing. According to Jones (2025), this approach increases consumer trust.

Option A links each claim to the supporting evidence clearly, keeping the sentence concise.

Option B separates the claim from the evidence.

Option C is wordy and slightly awkward.

Option D uses a different citation style mid-paragraph and reads less smoothly.

Drag and Drop - Put the sentences in the correct order

This focus differentiates Aurora from competitors that emphasise tradition or convenience.

Aurora Sodas highlights organic ingredients and ethical sourcing in its brand communication.

As a result, the brand appeals strongly to health-conscious urban consumers seeking transparency.

Survey data shows that 68% of Aurora customers consider natural ingredients a key purchase factor (Jones, 2025).

Paragraph Structure Essentials

Topic sentence → Evidence → Interpretation → Conclusion. This order builds clarity and logic.

Which sentence should come third in this paragraph?

1. Aurora Sodas positions itself as a healthier alternative to traditional soft drinks.

2. This positioning appeals to consumers who are increasingly concerned with sugar intake and ingredient transparency.

3. [ ? ]

4. As a result, the brand struggles to stand out in a crowded market.

A

Competitor brands also highlight reduced sugar and natural ingredients in their communication.

B

Many consumers associate soft drinks primarily with indulgence rather than health.

C

Social media engagement for Aurora Sodas has increased steadily over the past two years.

D

Aurora's cans list the nutrition facts in large font.

Which phrase should be removed from the sentence?

"Aurora Sodas is a brand that focuses on organic ingredients and natural sourcing in order to create beverages that are healthier for consumers"

A

Is a brand that

B

in order

C

for consumers

D

A, B, & C

Be concise!

Fill in the blanks with linking words/ phrases.

Aurora Sodas positions itself as a transparent, health-focused alternative within the carbonated drinks market. However, category analysis shows that “natural ingredients” and “low sugar” claims have become standard among both multinational and challenger brands. As a result, these functional attributes no longer provide a strong basis for differentiation. Consequently, while Aurora is perceived as credible and high quality, its current communication does little to build a distinctive emotional relationship with consumers.

However

As a result

Consequently

Moreover

On the other hand

Also

Linking words ensure coherence and flow

Make sure they are accurate and match the tone of the paragraph

What edits/ feedback would you give to the author of the paragraph below?

(This is a sample from a real draft one of my students wrote.)

"Yogaware is not only focused on clothing but has also concentrated themselves on making healthy meals with a lot of nutrition for people who struggle with eating in a healthy way. By posting pictures of the healthy cooked meals and yoga clothes on their Instagram page, Yogawear had its first popular consumers. This is why they expand their product line by constructing a cookbook with the meals in it."

Too wordy, not a logical paragraph build up, unfocused

Read the paragraph below. Imagine you are revising it for the framework/ diagnosis section of your case study. Adjust the tone from promotional to analytical.

Aurora Sodas believes that everyone deserves a healthier soda option without giving up taste. The brand proudly uses only natural ingredients and wants to inspire consumers to make better choices every day. By focusing on transparency and authenticity, Aurora aims to build a meaningful connection with people who care about what they drink.

Remove emotional/ subjective language. Provide objective evidence.

"Aurora Sodas positions itself as a healthier alternative in the soft drink market by emphasizing natural ingredients and transparency. Survey data indicate that 68% of health-conscious consumers prioritize ingredient quality in their purchasing decisions (Jones, 2025). Social media analysis shows that posts highlighting taste and health benefits receive higher engagement than competitor content focused on tradition and convenience (Lee, 2023). These findings suggest that Aurora has established a functional connection with its audience, but opportunities remain to strengthen emotional engagement through storytelling and brand-consumer interaction."

Remove brand “voice” or promotional language (“believes,” “wants,” “aims”).

Shift to evidence-based statements and cited observations.

Keep sentences factual, concise, and evaluative.

Emphasize what the analysis shows, not what the brand intends.

10

minute

00

second

+30 s

Break Time

Instructions: Use the prompts below to plan your story. Fill in each section with one or two phrases, then combine them into a single narrative paragraph.

1. Purpose – Why does your brand exist? What’s its deeper meaning?
Example (Aurora): “To prove soda can be delicious and healthy.”
Your notes: __________

2. Promise – What does your brand deliver functionally and emotionally?
Example (Aurora): “Every can promises natural ingredients and a playful, refreshing taste.”
Your notes: __________

3. Truth – What proves your brand can deliver this promise?
Example (Aurora): “Sourced responsibly; ingredient quality is highlighted.”
Your notes: __________

4. Emotion – How should people feel when engaging with your brand?
Example (Aurora): “Joyful, empowered, guilt-free enjoyment.”
Your notes: __________

5. Connection – Who does your brand speak to and how?
Example (Aurora): “Urban consumers via social media, events, and packaging.”
Your notes: __________

6. Expression – How is your promise communicated through tone, story, and visuals?
Example (Aurora): “Cheerful tone of posts and can design reflects the core promise.”
Your notes: __________

Map your brand story

Independent Writing Time

Option A – Brand narrative
Draft or revise 1 paragraph (using the story map as a guide).

Option B – Any other section
Revise one paragraph using today’s style tips.

Focus on:
• clarity of purpose
• tone appropriate to the section
• one clear main idea

Questions?
Use the chat — I’ll respond in writing during this time.

10

minute

00

second

+30 s

Peer Review: Focused Feedback

• In breakout room pairs

• Choose one paragraph/ section to share with your partner

• Take turns giving each other feedback using the checklist on the next slide

• ~10 minutes. When you're done join the main room again

Peer Review: Focused Feedback

• What is the main point of this paragraph?
  Is it clear in the first 1–2 sentences?

• Does the tone fit the section?
  (intro / analysis / diagnosis / strategy / narrative)

• Is there one sentence that could be clearer or more precise?

• Are claims supported where needed?
  (example, data, citation)

• What is one concrete suggestion for improvement?

Q&A: Ask a question about something you haven't quite understood yet.