Part 2 of our "Hero Branding" series
Stories that take on the universal theme of the human spirit overcoming
incredible odds win hearts and minds.
The
hero story does not complicate things. It is simply a compelling narrative,
underpinned by a set of beliefs that appeal to audience's emotions
and imagination around the world. Millions have watched the
formidable fight between good and evil played out in a galaxy far, far away,
followed a mad doctor and young Michael J. Fox travelling into the past to find
their future, and felt every punch as a national hero by the name of Rocky
taught us to never give up. Producers understood that these simple life lessons told with artistic merit, passion and
high entertainment value were profitable at the box office.
So where
does the business world fit into the equation?
Unsurprisingly
there are businesses that create as much fervour and excitement in their brands
as the aforementioned movies. Just like their film franchising counterparts
they exhibit that same inexplicable quality of standing for something in
people's lives. By communicating and packaging their unique
values and aspirations they manage to project an identity which many people
identify with and make their own. Just look at brands such as Apple, Virgin,
The Body Shop and Harley Davidson. These brands go beyond bricks and
mortar, products and services. Their brands have created unique
identities, and have a real and powerful reason for their existence. By telling
their story and packaging their meaning, they manage to transcend the
boundaries of mere businesses, turning themselves into hero brands.
The
results are there for everyone to see. People
wear these brands on their t-shirts, queue outside for hours to be the first to
buy their new products, talk about them over dinner and make recommendations as
if they are personally involved in the brands' development.
What are these companies doing differently? Skilfully telling and sharing their story with passion and enthusiasm; activating a sense of meaning with the constant reinforcement of their
message through different marketing communication channels including
advertising, brand design, web and direct marketing, publicity and
sales.
We
believe that every business is a hero brand just waiting to be unleashed, with
a true story that is both inspiring and unique. By tapping into the very soul
of your business, and powerfully communicating your own personal heroic story - engaging your clients, employees,
shareholders and the general public - your business will reap long lasting
benefits.
