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Brand Storytelling

Brand Storytelling Strategy: The Hero’s Journey

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Joseph Campbell
is known to many as George Lucas’ inspiration for the story structure of the original Star Wars films. Dig a little deeper and you find that Joseph Campbell’s Monomyth aka the Hero’s Journey, outlined in his seminal The Hero With A Thousand Faces serves as the basic story structure found in narratives worldwide, since the beginning of time.

This Hero’s Journey is what makes the most famous stories universal and also allows us to identify with the protagonist out on their journey, eventually overcoming a challenge to reach a new enlightened state of being. This is classic story structure and the most strategic brand storytellers are very aware of this when creating content meant to authentically engage a following.

I believe the most powerful brand stories are created when a hero is discovered among a brand’s followers and their story is shared in a compelling and cinematic manner and ultimately serves as an example of how that brand is playing the supporting role of the “wise sage” (think Obi Wan Kenobi) that helps our hero achieve their desired state. An example of this approach in action is from Ebay and is one of the finest I’ve come across (and at half a million views, it’s driving some great results). Not only does it tell a story that highlights Ebay’s brand value, but it does so in a way that we can all connect with. The entire “Ebay Thanks You” series of story-driven content is beautifully conceived and executed and will serve as great benchmark for visual brand storytellers everywhere.

Ebay: The One That Got Away

Contributed to Branding Strategy Insider by: Jesse Roesler, Story Director at BolsterThe Blake Project Can Help: Brand Storytelling Workshop Series

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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1 Comment

jln sarma on April 10th, 2013 said

brand story telling is the ultimate key to establish the brand if it is given with proper purpose by all in sales and marketing .

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