About Us
The American Ben & Jerry’s “About Us” page engagingly utilizes a historical lens to communicate a balance between its global impact and local roots. Through storytelling, multimedia elements, and interactive features, Ben & Jerry's traces their history and evolution highlighting key milestones, challenges, and transformations. This narrative not only informs visitors about the company's past but also contributes to building a sense of authenticity and trust as Ben & Jerry’s share their progressive values, and dedication to quality ingredients.
Summary
A synchronic analysis of the “About Us” page from February 2018 - February 2023 showcases the strong brand image that Ben and Jerry’s has maintained within recent years to meet the rhetorical needs and stakeholder expectations of the “About Us” communication genre. A diachronic analysis of page from 2013-2023 further highlights the company’s confidence in this form of corporate communication, as while a few elements did change over the years, these changes simply fine-tuned many multimodal elements that the company has prioritzied to serve site visitors over the years.
In the following video, Sarah Thomas analyzes how the Ben & Jerry’s "About Us" page is not merely an act of digital storytelling; it is a strategic imperative for cultivating a brand image that resonates with a discerning and socially conscious audience.