Why Joe Frazier doesn't have a statue in Philadelphia. And why Rocky does.

Joe Frazier, from Philadelphia USA, was one of the greatest heavyweight boxing champions that ever lived. Frazier passed away recently.

Frazier was both the undisputed world champion in the 1970s (the golden age of boxing) and a formidable opponent matched against Mohammed Ali three times. Yet the City of Philadelphia chose to erect a statue of the fictitious Hollywood character "Rocky" instead of the real life boxing legend.

Why?

The appealing narrative of the mythical "Rocky" is at play here. And the absence of a clearly articulated Joe Frazier story, who unfortunately wasn't turned into a brand that could have been marketed. Frazier died poor.

So why did "Rocky" - a work of fiction - work so well? "Rocky" is a story (set in Philadelphia) that we want to believe. "Rocky" successfully pandered to the base emotions that drive humanity. Triumph over adversity. In a word: hope. "Rocky" and all five "Rocky" sequels told an enthralling tale - each ending on an inspirational note, reinforcing and perpetuating the legacy of the "Rocky" brand.

Effectively, the "Rocky" brand appealed to the audience's dreams. We became rooted in the wonder and enchantment of an iconic story. We willingly suspended disbelief to enter the captivating world "Rocky" created.

We all have within us the imaginative ability to drive people to believe whatever strongly appeals to their inner yearnings. "Rocky" made our hearts feel good. So we bonded with him - and "Rocky" made a fortune at the box-office.

A skilfully created and compelling story from a business / organization will likewise resonate with their audience - consumers and employees alike - on an emotional level. And create fans for their brands.

http://blogs.phillymag.com/the_philly_post/2011/11/11/frazier-rocky/