THE 7 CLASSIC STORIES TO SUIT YOUR BRAND
We are simple minds, us humans. We are programmed for just seven types of storytelling, and you know them all. You’ve read them, or seen them in a movie numerous times while becoming who you are. It’s about time you put them to your advantage and choose which suits your brand best.
The small guy wins. It's the classic underdog story. Look for Apple's attack on Big Brother in "1984" on YouTube and off course there’s David And Goliath. No further explanation needed.
Rebirth. A story of renewal. It's a Wonderful Life and Despicable Me are examples from the movies. Brands telling stories of rebirth have a sequence of trial, failure, stand up, try again, succeed, reward, melancholy. And variations on this. Volkswagen needs one.
The Quest. A mission from point A to point B. The Lord of the Rings might the best known example. Intel’s Look Inside and IBM’s Smarter Planet are in the markets gallery, but my first encounter was Monty Python and the Holy Grail.
Journey and Return. A story about transformation through travel and homecoming. The Wizard of Oz, Alice in Wonderland and Gone with the Wind are journey-and-return stories. Corona had a lovely campaign years ago encouraging people to write their own story, urging you to "Find your beach" and return refreshed.
Rags to Riches. In literature: Charles Dickens and Cinderella. In the movies: Trading Places. In brands: Johnny Walker, whose entire brand history is about a Scottish farmboy's rise to global presence. See the intriguing film that has a gorgeous execution and a warm ending, leaving you with the future of the brand and a story you will never forget.
Tragedy. Think Greece, think Shakespeare. The stories of the dark side of humanity and the futile nature of human experience. It is hard to put this to your advantage, when you are looking for a brand connection, unless you are an OXFAM or charity organization
Comedy. The hardest to do well. As they say. But hugely popular, and easy to test. Pick your own favorite, I hope you you are able to name one, otherwise you have a problem.