Posts Tagged ‘brand storytelling’

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

I wanted to share a new Founder’s Story video I created for Chef Erick Harcey at Victory 44 in Minneapolis:

Every truly great company is born from a founder with a driving passion for what they do and a strong vision guiding their work. The realization of those founding principles becomes a story that must be told.

Chef Erick Harcey of Victory 44 in Minneapolis believes that phenomenal food should be accessible to everyone, so he’s created a restaurant unlike any other in Minnesota. It’s a restaurant of chefs – only chefs. They just also do the jobs of the front of house staff, the servers and the restaurant managers. And their unique model, carefully selected menu items and seasonal ingredients let them keep costs very low, putting the dining experience on center stage.

Erick’s story is a founder’s story. It’s one that should never be overlooked when seeking to engage customers (or employees) holistically. By articulating values which customers may identify with, they are far more likely to become patrons for life. And it gives customers a back story to tell their friends about, creating a ready army of word of mouth advocates for your brand.