HOW TO DEVELOP BRAND POWER

Tell your brand story: there are only seven plots to select from
The five year old that still lives in all of us, loves to hear and tell stories. Brand power comes from carefully developing an emotional relationship with consumers. Relationships with a brand are built on a story foundation. They all speak of, and relentlessly deliver on a compelling brand promise—think Apple, Starbucks, or McDonalds. Most logos are designed to deliver identification. The winners in today’s noisy marketplace however deliver a relationship invitation . by LSI publisher Art McNeil
From the bible to Shakespeare, there are only seven different story plots. The challenge becomes finding which one best suits your brand and then telling it in a way that invites consumers start retelling your story.
The seven plots
1. Overcoming the monster. The underdog story i.e. Apple’s attack on big brother.
2. Rebirth. A story of renewal. The movie It’s a Wonderful Life
3. Quest. The journey Lord of the Rings is an example.
4. Journey and Return. About travel and homecoming. i.e. The Wizard of Oz.
5. Rags to Riches. For example Cinderella
6. Tragedy. Stories from life’s darker side
7. Comedy. Making light of familiar situations
Branding guru Gair Maxwell, in his book, Nuts, Bolts and a few Loose screws, talks about a small family owned used-car dealership in Canada who became somewhat of a Sam Walton clone. He is known throughout North America as “Canada’s Huggable Car Dealer”. His story is about a genuinely nice guy succeeding in a business tagged with a nasty stereotype. Everybody’s telling his story.