Tag Archives: story

Brand Superheroes: What’s Your Origin Story?

IN THE FIRST AVENGERS MOVIE, you see a team of superheroes join together to fight a common enemy. They use their powers to save the world, with little to no regard for their own safety. But you don’t know why. You don’t know what makes the Avengers The Avengers. For that you need to seeContinue reading “Brand Superheroes: What’s Your Origin Story?”

In 2015, Let’s Create Stories That Live Up To Our Screens

MY DAUGHTER RECENTLY UPGRADED from the I can’t-believe-you-carry-that-embarrassing-relic iPhone 4 to the new, shiny, I-am-a-respectable-member-of-modern-society iPhone 6. She touched the device and the heavens opened: Streaks of sunlight embraced her from the sky, fireworks erupted in a brilliant ballet and woodland animals gathered nearby to celebrate. Okay, not really. And by “not really” I meanContinue reading “In 2015, Let’s Create Stories That Live Up To Our Screens”

“Transformation” – Step Four of the Brand Storytelling Hero’s Journey

“The only thing that is constant is change.” – Heraclitus, Greek philosopher  OUR ABILITY TO CHANGE defines us. Star Wars worked because Luke Skywalker became something greater than even he believed was possible, because Han Solo went from heartless smuggler to selfless soldier. Humphrey Bogart had to transform into a freedom fighter for Casablanca toContinue reading ““Transformation” – Step Four of the Brand Storytelling Hero’s Journey”

“Emotional Hero” — Step Two of the Brand Storytelling Hero’s Journey

EACH STEP OF THE Brand Storytelling Hero’s Journey is essential, but perhaps none more so than step two, the Emotional Hero. You might argue that emotion isn’t just a step; it’s a core ingredient in the overall narrative. Emotion – a laugh or a cry, a scare or a smile – is what makes aContinue reading ““Emotional Hero” — Step Two of the Brand Storytelling Hero’s Journey”

“Universal Truth” — Step One of the Brand Storytelling Hero’s Journey

IN MY FIRST POST, I briefly described the Brand Storytelling Hero’s Journey, a new model based on the original Hero’s Journey developed by Joseph Campbell. It’s a pattern rooted in mythology which has stood the test of time – and now brands can use a similar approach to tell stories that move people as wellContinue reading ““Universal Truth” — Step One of the Brand Storytelling Hero’s Journey”

Breaking the Story Code: The Brand Storytelling “Hero’s Journey”

“A hero ventures forth from the world of common day into a region of supernatural wonder; fabulous forces are there encountered and a decisive victory is won; the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man.” – Joseph Campbell ANYONE WHO HAS WATCHED “STAR WARS” (andContinue reading “Breaking the Story Code: The Brand Storytelling “Hero’s Journey””

Why Most Brands Will Suck at Storytelling

“STORY” IS THE NEW “CONTENT.” As buzzwords go, story isn’t entirely bad — for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits. So I’m good with story. But let’s be honest, success lies not in the idea butContinue reading “Why Most Brands Will Suck at Storytelling”