Posts Tagged ‘brand story’

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.

At Bolster, we 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. The following 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.

The One That Got Away

And here are a few more from the series Ebay Thanks You, including the anthem that introduces them all.

Anthem

Kingdom Ventures

Wheel & Sprocket

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Whenever we begin talking about the greatest stories of all time – the ones that have really shaped societies and cultures – we often find ourselves using the word myth.

MYTH
–noun
1. a traditional or legendary story, usually concerning some being or hero or event, with or without a determinable basis of fact or a natural explanation.

A recent interview with David Vinjamuri, the author of of a new book titled Accidental Branding, stood out to me as we think of storytelling and well, myth making in the brand context.

What lesson would you engrave in stone for entrepreneurs?
Learn how to tell your story really well. I call it ‘building a myth’ because like a myth the story has to be easy to remember and share, dramatic, and it has to have a lesson contained within it. That shareable founding story is what consumers use to convert people to your brand.”

Well said, Mr Vinjamuri. Perhaps myth should earn its place right next to story in our brand communication lexicon. Epic.