2018 – The seven stories that rules the world – and the rest of the world’s best brand
Our very own BIC advisory board member and CEO of TBWA/Chiat/Day New York, Rob Schwartz came to campus to tell us an important story. The story of storytelling and how seven stories can drive any brand narrative.
With the constant change of and new communication channels, it has become a world of massive fragmentation. The only thing that holds it all together is a story. Because stories are memorable, chemical and tribal.
Rob’s story of the seven stories was based around author Christopher Booker’s contention, in his book, Seven Basic Plots, that seven archetypal themes recur in every kind of storytelling. No matter the storyteller, there are only seven stories that will recur, the spine of every good story is the same.
- Overcoming the Monster
The story of David and Goliath and how the underdog takes on the world. Or James Bond fighting crime. - Quest
Simply a mission from point A to point B. A classic example is the Lord of the Rings. - Voyage and Return
The story of transformation like The Wizard of Oz. - Rags to Riches
A Cinderella story. Or Forrest Gump. - Rebirth
A story of renewal like It’s a Wonderful Life, Snowwhite or Breaking Bad. - Tragedy
Stories of the dark side of humanity – it’s Titanic. - Comedy
Not surprisingly, the flipside of tragedy.
Why not apply this theory to brands?
The best example of brand and advertising fitting this theory is Apple and its 1984 commercial– a real Goliath. The monster was IBM and Apple the challenger.
The same goes for T-mobile. Almost every brand behaviour this company is doing is overcoming the monster. They are the underdog taking of the monster, who’s the hatred of the industry.
Quest:
Nike is all about quests. Find your greatness is a quest. Be an everyday athlete is a quest. Tesla and Elon Mush, in general, are all about quests too – the quest for a better future.
Voyage and Return:
Disney is the perfect example. They made the voyage and return their business model. Disney is the promise of a voyage, the escape to another world and Walt Disney built his business plan on this story.
Airbnb is a slightly different but another great example. They take you on a voyage to be local.
Rags to Riches:
Chrysler is a rags to riches story. They came from the ashes of Detroit and embraces their roots in their brand and latest adverting with Detroit-born rapper, Eminem.
Chobani is also a true rags to riches story. The company was built by an immigrant and kept expanding to the billion-dollar business it is today.
H&M is an example of a reserve rags to riches story. They bring “riches to the rags” by collaborating with top designers such as Versace and made affordable high-end fashion for their customers.
Rebirth:
Rebirth is all about the transformation – whether it’s the industry or gives you energy. But since Redbull gives you wings, they are a rebirth. Dove is the opposite rebirth. Instead of putting making on – the transformation happens when the makeup comes off.
Tragedy:
Volvo is known as the most secure car and selling on fear. They brand themselves on safety and thereby tragedy. If the unimaginable happens after all, then you’ll be safe and sound in a Volvo.
Comedy:
Geico is a perfect example. They reveal the power of their story through the magic of comedy.
According to Rob Schwartz, this framework and tool can be used almost no matter what you do and what industry you’re in. It can be used on projects, experiences, brands, advertising, writing and your general life.
