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Marketing and Monomyth: Putting Your Brand in the Hero’s Journey

We all know how viral heartfelt stories can be. It’s a formula that works for any brand! In one of our previous posts we wrote about how positive emotions can play a big role in triggering response from customers which is something we know a lot of marketers should consider when producing videos.

In a world that yearns for more positivity, it’s easy to get lost in the whirl of approaches that one can use for brand marketing. There have been really inspiring promotional ads that got out this year like Nike’s video ad titled “Da Da Ding” that aims to motivate Indian women to be more active in sports.

Da Da Ding radiated the confidence that the women in the video clearly possessed, with powerful movements that challenge global views on women. Video ads like this follow a certain story pattern that many novel authors use in their story called Hero’s Journey or Monomyth.

Little do we know that our favorite classical tales use this story pattern as well. Tales like Harry Potter, Lord of The Rings and even Cinderella all follow the same model- the oppressed hero gets a call to action, gets help from wise old characters, faces a challenge that ultimately transforms them into a better person as they overcome their challenges.

If some of our most celebrated authors use this formula for their story, your brand too can use it to appeal to your audience.

But how can small and medium businesses use it for their video marketing strategy?

Hero’s Journey is a way of narrating a story about a hero who experiences a series of hardships and goes on to win these battles, which ultimately helps in their character evolution. First theorized by scholar Joseph Campbell, it has become a popular template for identifying each stage in a story.

Take Google Translate’s Alberto’s Story for example: It starts with a non-English speaking boy named Alberto who had to move with his mother because of work. Alberto loves football but his inability to speak English prevents him from joining teams. This is where Coach Gary enters the picture when he sees Alberto and invites him to join the school team.

Still, there was the language barrier that prevented them from communicating effectively. So with the help of Google Translate, Alberto was able to learn various techniques that helped him become better in football.

The hero in this story, Alberto, was first unable to follow his passion because of the circumstances that were happening – their sudden move to another country, language barrier- then comes his helper, in the form of his coach, who aids him in his quest to become a better player. With the help of Google Translate, Alberto also overcame the language barrier which led him to become a great football player in his school.

Stories like these generally have great emotional impact on the audience. By using the Monomyth formula, it will be easier for you to achieve the same effect. What role does your product or service play in the lives of your customers? In what way does it help them? Think of how your product or service can help your customers and use this as the main inspiration for your story.