Star wars is your brand story
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Star Wars is your brand story
description
what does the 1977 movie set in a galaxy far far away have to tell us about brand-building communications?
Transcript of Star wars is your brand story
Star Warsis your brand story
Some suggest there are 7 types of story…
the questvoyage
and return
rebirth
rags to riches
comedy tragedy
overcoming the monster
…well, there’s really only one ur-story.
The broken world
The call to adventure
Meeting the
mentor
Tests, allies,
enemies
The central ordeal
The reward
The moral
THE HERO’S JOURNEY
And we never tire of hearing it re-told…
…because, in the Hero’s
Journey, the
audience gets to
play the hero.
In the Star Wars story, your brand isn’t Luke Skywalker…
…your brand is Yoda(“hmm, the real thing Coke is”)
Or maybe Obi Wan Kenobi.
The point is…
“These are not the brands you’re looking
for”
Wonder Purity
Honesty
Independent Bravery
Freedom
Wisdom Prudence
Intelligence
Imagination Nonlinear Thought
Authority Tradition Stability
Courage Stamina Strength
Humour Originality
Irreverence
Useful Normal Faithful
Compassion Empathy Patience
Passion Vitality
Sensuality
Fearless Nonconformity Independence
Charisma Mystery
Cleverness
(your own unique version of a mentor, to complement your particular hero)
We use brand archetypes as the start point for developing the brand personality.
A distinctive brand personality.
And a distinctive
Master Story.
Using the chapters of the Hero’s Journey.
But, because most brands don’t get the chance to tell the full widescreen HD
feature length story…
…we use the chapters
give a storytelling framework for all your content.
