Heroes, Jedis, and Dudes
The Brand Storytelling Playbook
"You're not the Hero. Your customer is."
- "May the Force be with you."
- "The Dude abides."
Why do we like and remember certain movies more than others?
Why do some brands resonate with us more emotionally than other brands do?
Well, there are some ancient forces at work. In this book from Popcorn, we explore how ancient storytelling strategies and tactics have formed a hard-coded love for these movies, the same way we love certain brands unconditionally.
Turns out everything we learned about brand storytelling, we learned from "Star Wars" and "The Big Lebowski."
We sh*t you not.
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Inside:
Introduction
- The Power of Storytelling
- Why Stories Matter
The Godfather of Storytelling Frameworks
- The Hero's Journey
- The Marketing Play
- The Archetypal Ensemble
Chapter 1:
The Hero's Journey and Your Brand
- The Blueprint of Adventure
- Stages of the Journey
- The Brand Connection
Chapter 2:
The Hero’s Journey in the World of The Dude
- The Unlikely Hero
- Stages of The Dude's Journey
- Where Your Brand Comes In
Chapter 3:
The Hero's Journey in Action: A Case Study Deep Dive
- When Brands Become Mentors: The Airbnb Example
- The “Everyman” Story: Dove's Real Beauty Campaign
- Tech Titans: Apple’s Intuitive User Experience
Chapter 4:
The Force of Authenticity: Crafting Genuine Brand Narratives
- Brand Authenticity in "Star Wars"
- Brand Authenticity in "The Big Lebowski"
- Real-Life Application
- Authentic Brands: A Brief Overview
- The Importance of Brand Authenticity: Why it Matters
- The Psychology of Authenticity
- Real-life Consequences of Inauthenticity
Chapter 5:
The Turning Point: Conflict Resolution in Brand Storytelling
- The Power of Conflict Resolution in Film
- The Importance of Conflict Resolution in Brand Storytelling
- How to Use Conflict Resolution in Your Brand Story
- Real-World Cases
Chapter 6:
The Audience Awakens: Crafting Stories That Resonate
- Capturing Hearts Through Film
- The Imperative of Audience Engagement in Brand Storytelling
- How to Engage Your Audience in Your Brand Story
- Case Studies
Chapter 7:
The Channel Is the Message: Matching Storytelling to Platform
- Channel Choices in Film
- The Importance of Channel Selection in Brand Storytelling
- How to Choose the Right Channel for Your Brand Story
- Case Studies
- Deeper Dive: Tailoring Your Brand Story to Different Marketing Channels
- The Classic Channels
- The Digital Channels
The Final Act
Roll Credits on Mediocre, Cue Applause for Great Brand Storytelling
- Bringing It All Together
- Checklists and Reflections
- Your Next Steps
- The End, Or Just the Beginning?
Appendix: Further Explorations and Credits
- Cited Research
- Additional Reading
- Additional Viewing
- Websites for Further Exploration
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