Every timeless story is built on two things.
Structure and soul. Structure is the story arc. Soul is the archetype.
Chapter Two dives deep into both. Great storytelling doesn’t happen by luck but follows patterns our brain recognises.“We understand your struggle, and we’re part of the journey to a better place.”
Whether it’s the Hero’s Journey like Procter & Gamble ’s “Thank You, Mom”, the underdog “Rags to Riches” like Misty Copeland for Under Armour, or the transformative “Rebirth” of Old Spice UK, these arcs trigger a sense of meaning we don’t forget. We identify with, connect.
And then there are archetypes. The character your brand plays in people’s lives.
Nike? The Hero.
Volvo Group? The Caregiver.
Apple? The Creator and Magician.
Maybe, it’s marketing gimmicks. However archetypes create deep identity anchors with shape, tone, visuals, even partnerships. When brands honour their archetype and choose the right arc, their stories inevitably stick.
Stop copying campaigns. Understand what your audience craves, even subconsciously. (Highlighted in Bold)
Which brand do you think nails its story arc and archetype perfectly?
Or our favourite, which one is getting it completely wrong?
Storytelling for Brands, 2. Story Arcs and Archetypes – The Building Blocks of Narrative | Kris Granger
Chapter 2 focuses on story arcs and brand archetypes as fundamental building blocks for brand narratives. It explains five key story arcs; Hero’s Journey, Rags to Riches, Quest, Overcoming the Monster, Rebirth, which resonate universally.
Additionally, it introduces twelve brand archetypes that humanise brands with consistent personalities, enhancing relatability and cohesion in communications.
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Storytelling for Brands. The most powerful marketing tool of all. Granger, Kris. | https://lnkd.in/eYY8xW24
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