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Camp Creative Webinar: The Hero's Journey and Your Brand

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Brian Leonard
Brian Leonard

Don't Sell Your Story, Tell It is an informative and fun 1/2 hour exploration of how proven storytelling techniques can be applied to your own brand story. The Hero's Journey framework is just as relevant for your brand story as it is for Hollywood blockbusters. Watch the webinar here: http://info.campcreative.net/webinar-the-heros-journey-and-your-brand

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COPYRIGHT 息 2014 CAMP CREATIVE Dont Sell Your Story, Tell It Crafting Narratives, Defining Brands with The Hero Journey Presented by: Brian Leonard Creative Director, Camp Creative @Brian_Leonard bleonard@campcreative.net
COPYRIGHT 息 2014 CAMP CREATIVE Agenda & Housekeeping: Housekeeping Webinar Logistics Agenda Why does my brand need a story? The importance of stories What does brand mean? If you dont control your story someone else will Storytelling technique and The Heros Journey Heros Journey Worksheet
About the Presenter: Brian Leonard has had a long circuitous route before landing at Camp Creative. He has worked on both sides of the camera, as actor and director and was a stand-up comic for 12 years; the San Jose Mercury once said that Brian is one of San Franciscos most intelligent and funniest comedians. He has written for a varied cast of characters, from Caspar Weinberger and Sam Donaldson to Ellen DeGeneres and numerous CEOS and executives. Brian wrote comedy for BBC Radio, was a story consultant for Pixar and had an animated series, Silicon Valley, optioned by Universal/MCA Television. Brians current role as Creative Director allows him to combine his love of story craft with visual storytelling. COPYRIGHT 息 2014 CAMP CREATIVE Brian Leonard Creative Director, Camp Creative
COPYRIGHT 息 2014 CAMP CREATIVE Humans need stories. Stories help us make sense of the world and allow us to share that understanding with others.
Stories are how we communicate. They are how we connect with one another. COPYRIGHT 息 2014 CAMP CREATIVE
COPYRIGHT 息 2014 CAMP CREATIVE However, not every story or conversation is worthy of our time. Or attention.
If You Dont tell Your Story Someone Else Will COPYRIGHT 息 2014 CAMP CREATIVE Daisy for Peace 1964
If You Dont tell Your Story Someone Else Will COPYRIGHT 息 2014 CAMP CREATIVE Morning in America 1984
COPYRIGHT 息 2014 CAMP CREATIVE A product is something manufactured in a factory. A brand is something bought by a customer. Stephen King WWP Group, London
COPYRIGHT 息 2014 CAMP CREATIVE The Value of Brands Happiness Shared Experiences Nostalgia
COPYRIGHT 息 2014 CAMP CREATIVE The Value of Brands Experts Innovative Ethical Tech Improving Lives Sophisticated
COPYRIGHT 息 2014 CAMP CREATIVE Brand Narrative Customer and Producttheyre tied/connected to one another with Brand Identity Brand Identity
COPYRIGHT 息 2014 CAMP CREATIVE Brand Promise Who are we? What is unique about our brand? What needsboth rational and emotional do we serve?
COPYRIGHT 息 2014 CAMP CREATIVE Brand Focus: Patagonia Planet first. Business second.
COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Sales Approach clients from partner, not vendor, perspective Create clear value propositions for business decision-makers
COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Marketing Messaging across channels ties into the brand narrative
COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Product Rename products to reflect broader narrative Show product roadmap and connection to business strategy
COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Human Resources Redefine the companys vision statement Launch culture transformation initiative
Act I Act II Act III COPYRIGHT 息 2014 CAMP CREATIVE Narrative Framework Three Act Structure Setup Confrontation Resolution
COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey Joseph Campbell
COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey Ordinary World Call to Adventure Refusal of the Call Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Call to Adventure Refusal of the Call Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Refusal of the Call Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir The Road Back The Reward Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir The Road Back They have Death Star Information Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir Death Star has Moved Closer to the Rebel Camp They have Death Star Information Resurrection
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir Death Star has Moved Closer to the Rebel Camp They have Death Star Information Luke Destroys the Death Star by Sacrificing Part of His Old Self (His Dependence on Machines)
COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Rewarded Death Star has Moved Closer to the Rebel Camp They have Death Star Information Luke Destroys the Death Star by Sacrificing Part of His Old Self (His Dependence on Machines)
COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey: 4 Movies Ste p Heros Journey Framework Star Wars Finding Nemo The Incredibles The Matrix Central Hero Luke Skywalker Marlin (Nemos Dad) Mr. Incredible & Elastigirl Neo 1 Ordinary World Luke at home Nemo and Marlin at school on the reef Mr I. at work and at home with family Neo at his job / computer 2 Call to Adventure Leias message Nemo is captured by scuba divers Mirage convinces Mr I. to use his powers again Follow the white rabbit 3 Refusal of the Call Luke has to help with the harvest Marlin is afraid of the open sea Superheros had too many lawsuits and stopped fighting crime Doesnt trust Trinity at first, wants to leave the car 4 Meeting the Mentor Obi-wan rescues Luke from the sand people Meeting Dory / Meet the friendly sea turtle Get costumes from quirky designer Meets Morpheus / The Oracle 5 Crossing the Threshold Escaping Tatooine Marlin leaves the reef and goes after Nemo Mr I. gets captured and Elastigirl leaves to save him Takes the red pill, wakes up from the matrix 6 Tests, Allies, Enemies Lightsaber practice, Han & Chewie, stormtroopers Escaping shark feeding frenzy, struggle with angler fish, turtle friends Fighting on the villains island Training, learning Kung Fu, Fights Agent Smith 7 Approach Luke and allies move towards the Death Star Swallowed by whale, Dory communicates to him Escaping the island Cypher betrays them, Morpheus captured 8 Central Ordeal They free the Princess Marlin saves Dory from the Jellies Fighting robot attacking the city Rescue Morpheus 9 The Reward They have Death Star information Nemow is freed, Marlin and Nemo reunite City is saved Neo realizes his superpowers 10 The Road Back Death Star has moved closer to Rebel Camp Marlin lets Nemo break away the net t 3 Months later, a normal life EMP pulse saves the ship 11 Resurrection Luke destroys the Death Star by sacrificing part of his old self (his dependence on machines) Gang of fish from Dentist office escape New villains attack the city and they can be superheros again Trinity kisses Neo, hes brought back to life 12 Return with the Elixir Rewarded with medals at the end Marlin no longer overprotective of Nemo Childrens super powers develop Neo makes a call then starts flying
The Hero Is Not Your Brand Its Your Customer COPYRIGHT 息 2014 CAMP CREATIVE Narrative Framework
COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey for Your Brand Ordinary World Central Ordeal The Challenge Refusal of the Challenge Meet the Mentor Cross the Threshold Return to the Ordinary World
The Heros Journey for Your Brand - Worksheet COPYRIGHT 息 2014 CAMP CREATIVE Step Framework How to Fill in the Blanks Hero Identify your hero. This is likely your customer or end-user. 1 Ordinary World What is your heros ordinary world? Everything looks normal but something is wrong. What does that look like? Are they in an office, at home, or other? 2 Challenge What is your customers problem? What needs to be solved, fixed or changed in their lives? 3 Refusal Why wouldnt your hero want to change? Whats stopping them from adopting your product / service today? The Hero is skeptical or something stands in his way. 4 Mentor Clarify: are you, your company, or your product the mentor in the story? You understand where your hero lives (problem state) and where they need to move to (solution state). This insight is what guides them. 5 Cross the Threshold What is your value proposition? What can you offer? This convinces the hero to Cross the Threshold. 6 Central Ordeal What is the Eureka moment? Does your hero save the day? Does she have an epiphany? 7 The Return What knowledge / power or insight does your hero bring back with them to their ordinary world?
The Heros Journey for Your Brand - Worksheet COPYRIGHT 息 2014 CAMP CREATIVE Step Framework EXAMPLE: New Ink Efficient HP Printer & Ink Cartridges Hero Customer Carl. 1 Ordinary World Carl works from home and uses his printer often. 2 Challenge HIs current printer is out of ink, but the cost of replacing ink cartridges is astronomical! 3 Refusal Carl already owns a printer, why would he buy a new one? 4 Mentor Carl is introduced to the new HP printer with ink efficient technology. 5 Cross the Threshold Carl goes to Staples and sees for himself. 6 Central Ordeal Carl buys the printer. 7 The Return Carl is back at home working, without a care in the world.
COPYRIGHT 息 2014 CAMP CREATIVE Now What? What problem am I solving? What insights did I gain? Is my brand in alignment with this insight? What story am I trying to tell? If its not clear to you, it will not be clear to your customers.
COPYRIGHT 息 2014 CAMP CREATIVE The Four Steps of the Creative Process There IS a process. Amateurs sit and wait for inspiration, the rest of us just get up and go to work. Stephen King On Writing: A Memoir of the Craft
COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown
COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Ordinary World Known Threshold Between Known and Unknown Unknown
COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Ordinary World Known Threshold Between Known and Unknown Unknown The Challenge
COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Refusal of the Challenge Ordinary World The Challenge
COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Meet the Mentor Ordinary World The Challenge Refusal of the Challenge
Ordinary World Threshold Between Known and Unknown Cross the Threshold COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Unknown The Challenge Refusal of the Challenge Meet the Mentor
COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Central Ordeal Ordinary World The Challenge Refusal of the Challenge Meet the Mentor Cross the Threshold
COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Return to the Ordinary World Ordinary World The Challenge Refusal of the Challenge Meet the Mentor Cross the Threshold Central Ordeal
COPYRIGHT 息 2014 CAMP CREATIVE Recommended Reading The Hero With a Thousand Faces by Joseph Campbell The Seven Basic Plots: Why We Tell Stories by Christopher Booker Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire by Paul Smith TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks by Akash Karia The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One by Bernadette Jiwa StoryBranding: Creating Stand-out Brands Through the Power of Story by Jim Signorelli and Kendall Haven Made to Stick by Chip Heath and Dan Heath
COPYRIGHT 息 2014 CAMP CREATIVE THANK YOU. Need help telling your story? Contact Us. bleonard@campcreative.net @Brian_Leonard www.CampCreative.net

More Related Content

Camp Creative Webinar: The Hero's Journey and Your Brand

  • 1. COPYRIGHT 息 2014 CAMP CREATIVE Dont Sell Your Story, Tell It Crafting Narratives, Defining Brands with The Hero Journey Presented by: Brian Leonard Creative Director, Camp Creative @Brian_Leonard bleonard@campcreative.net
  • 2. COPYRIGHT 息 2014 CAMP CREATIVE Agenda & Housekeeping: Housekeeping Webinar Logistics Agenda Why does my brand need a story? The importance of stories What does brand mean? If you dont control your story someone else will Storytelling technique and The Heros Journey Heros Journey Worksheet
  • 3. About the Presenter: Brian Leonard has had a long circuitous route before landing at Camp Creative. He has worked on both sides of the camera, as actor and director and was a stand-up comic for 12 years; the San Jose Mercury once said that Brian is one of San Franciscos most intelligent and funniest comedians. He has written for a varied cast of characters, from Caspar Weinberger and Sam Donaldson to Ellen DeGeneres and numerous CEOS and executives. Brian wrote comedy for BBC Radio, was a story consultant for Pixar and had an animated series, Silicon Valley, optioned by Universal/MCA Television. Brians current role as Creative Director allows him to combine his love of story craft with visual storytelling. COPYRIGHT 息 2014 CAMP CREATIVE Brian Leonard Creative Director, Camp Creative
  • 4. COPYRIGHT 息 2014 CAMP CREATIVE Humans need stories. Stories help us make sense of the world and allow us to share that understanding with others.
  • 5. Stories are how we communicate. They are how we connect with one another. COPYRIGHT 息 2014 CAMP CREATIVE
  • 6. COPYRIGHT 息 2014 CAMP CREATIVE However, not every story or conversation is worthy of our time. Or attention.
  • 7. If You Dont tell Your Story Someone Else Will COPYRIGHT 息 2014 CAMP CREATIVE Daisy for Peace 1964
  • 8. If You Dont tell Your Story Someone Else Will COPYRIGHT 息 2014 CAMP CREATIVE Morning in America 1984
  • 9. COPYRIGHT 息 2014 CAMP CREATIVE A product is something manufactured in a factory. A brand is something bought by a customer. Stephen King WWP Group, London
  • 10. COPYRIGHT 息 2014 CAMP CREATIVE The Value of Brands Happiness Shared Experiences Nostalgia
  • 11. COPYRIGHT 息 2014 CAMP CREATIVE The Value of Brands Experts Innovative Ethical Tech Improving Lives Sophisticated
  • 12. COPYRIGHT 息 2014 CAMP CREATIVE Brand Narrative Customer and Producttheyre tied/connected to one another with Brand Identity Brand Identity
  • 13. COPYRIGHT 息 2014 CAMP CREATIVE Brand Promise Who are we? What is unique about our brand? What needsboth rational and emotional do we serve?
  • 14. COPYRIGHT 息 2014 CAMP CREATIVE Brand Focus: Patagonia Planet first. Business second.
  • 15. COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Sales Approach clients from partner, not vendor, perspective Create clear value propositions for business decision-makers
  • 16. COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Marketing Messaging across channels ties into the brand narrative
  • 17. COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Product Rename products to reflect broader narrative Show product roadmap and connection to business strategy
  • 18. COPYRIGHT 息 2014 CAMP CREATIVE Narratives Touch the Entire Organization Narrative Strategy Sales Marketing Product Human Resources Human Resources Redefine the companys vision statement Launch culture transformation initiative
  • 19. Act I Act II Act III COPYRIGHT 息 2014 CAMP CREATIVE Narrative Framework Three Act Structure Setup Confrontation Resolution
  • 20. COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey Joseph Campbell
  • 21. COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey Ordinary World Call to Adventure Refusal of the Call Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 22. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Call to Adventure Refusal of the Call Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 23. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Refusal of the Call Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 24. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Meet the Mentor Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 25. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Cross the Threshold Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 26. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Tests, Allies & Enemies Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 27. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Approach The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 28. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star The Heros Journey Central Ordeal Return with the Elixir The Road Back The Reward Resurrection
  • 29. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir The Road Back The Reward Resurrection
  • 30. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir The Road Back They have Death Star Information Resurrection
  • 31. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir Death Star has Moved Closer to the Rebel Camp They have Death Star Information Resurrection
  • 32. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Return with the Elixir Death Star has Moved Closer to the Rebel Camp They have Death Star Information Luke Destroys the Death Star by Sacrificing Part of His Old Self (His Dependence on Machines)
  • 33. COPYRIGHT 息 2014 CAMP CREATIVE Luke at Home Leias Message Must Help with the Harvest Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star Luke and Allies Move Toward the Death Star They Free the Princess The Heros Journey Rewarded Death Star has Moved Closer to the Rebel Camp They have Death Star Information Luke Destroys the Death Star by Sacrificing Part of His Old Self (His Dependence on Machines)
  • 34. COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey: 4 Movies Ste p Heros Journey Framework Star Wars Finding Nemo The Incredibles The Matrix Central Hero Luke Skywalker Marlin (Nemos Dad) Mr. Incredible & Elastigirl Neo 1 Ordinary World Luke at home Nemo and Marlin at school on the reef Mr I. at work and at home with family Neo at his job / computer 2 Call to Adventure Leias message Nemo is captured by scuba divers Mirage convinces Mr I. to use his powers again Follow the white rabbit 3 Refusal of the Call Luke has to help with the harvest Marlin is afraid of the open sea Superheros had too many lawsuits and stopped fighting crime Doesnt trust Trinity at first, wants to leave the car 4 Meeting the Mentor Obi-wan rescues Luke from the sand people Meeting Dory / Meet the friendly sea turtle Get costumes from quirky designer Meets Morpheus / The Oracle 5 Crossing the Threshold Escaping Tatooine Marlin leaves the reef and goes after Nemo Mr I. gets captured and Elastigirl leaves to save him Takes the red pill, wakes up from the matrix 6 Tests, Allies, Enemies Lightsaber practice, Han & Chewie, stormtroopers Escaping shark feeding frenzy, struggle with angler fish, turtle friends Fighting on the villains island Training, learning Kung Fu, Fights Agent Smith 7 Approach Luke and allies move towards the Death Star Swallowed by whale, Dory communicates to him Escaping the island Cypher betrays them, Morpheus captured 8 Central Ordeal They free the Princess Marlin saves Dory from the Jellies Fighting robot attacking the city Rescue Morpheus 9 The Reward They have Death Star information Nemow is freed, Marlin and Nemo reunite City is saved Neo realizes his superpowers 10 The Road Back Death Star has moved closer to Rebel Camp Marlin lets Nemo break away the net t 3 Months later, a normal life EMP pulse saves the ship 11 Resurrection Luke destroys the Death Star by sacrificing part of his old self (his dependence on machines) Gang of fish from Dentist office escape New villains attack the city and they can be superheros again Trinity kisses Neo, hes brought back to life 12 Return with the Elixir Rewarded with medals at the end Marlin no longer overprotective of Nemo Childrens super powers develop Neo makes a call then starts flying
  • 35. The Hero Is Not Your Brand Its Your Customer COPYRIGHT 息 2014 CAMP CREATIVE Narrative Framework
  • 36. COPYRIGHT 息 2014 CAMP CREATIVE The Heros Journey for Your Brand Ordinary World Central Ordeal The Challenge Refusal of the Challenge Meet the Mentor Cross the Threshold Return to the Ordinary World
  • 37. The Heros Journey for Your Brand - Worksheet COPYRIGHT 息 2014 CAMP CREATIVE Step Framework How to Fill in the Blanks Hero Identify your hero. This is likely your customer or end-user. 1 Ordinary World What is your heros ordinary world? Everything looks normal but something is wrong. What does that look like? Are they in an office, at home, or other? 2 Challenge What is your customers problem? What needs to be solved, fixed or changed in their lives? 3 Refusal Why wouldnt your hero want to change? Whats stopping them from adopting your product / service today? The Hero is skeptical or something stands in his way. 4 Mentor Clarify: are you, your company, or your product the mentor in the story? You understand where your hero lives (problem state) and where they need to move to (solution state). This insight is what guides them. 5 Cross the Threshold What is your value proposition? What can you offer? This convinces the hero to Cross the Threshold. 6 Central Ordeal What is the Eureka moment? Does your hero save the day? Does she have an epiphany? 7 The Return What knowledge / power or insight does your hero bring back with them to their ordinary world?
  • 38. The Heros Journey for Your Brand - Worksheet COPYRIGHT 息 2014 CAMP CREATIVE Step Framework EXAMPLE: New Ink Efficient HP Printer & Ink Cartridges Hero Customer Carl. 1 Ordinary World Carl works from home and uses his printer often. 2 Challenge HIs current printer is out of ink, but the cost of replacing ink cartridges is astronomical! 3 Refusal Carl already owns a printer, why would he buy a new one? 4 Mentor Carl is introduced to the new HP printer with ink efficient technology. 5 Cross the Threshold Carl goes to Staples and sees for himself. 6 Central Ordeal Carl buys the printer. 7 The Return Carl is back at home working, without a care in the world.
  • 39. COPYRIGHT 息 2014 CAMP CREATIVE Now What? What problem am I solving? What insights did I gain? Is my brand in alignment with this insight? What story am I trying to tell? If its not clear to you, it will not be clear to your customers.
  • 40. COPYRIGHT 息 2014 CAMP CREATIVE The Four Steps of the Creative Process There IS a process. Amateurs sit and wait for inspiration, the rest of us just get up and go to work. Stephen King On Writing: A Memoir of the Craft
  • 41. COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown
  • 42. COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Ordinary World Known Threshold Between Known and Unknown Unknown
  • 43. COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Ordinary World Known Threshold Between Known and Unknown Unknown The Challenge
  • 44. COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Refusal of the Challenge Ordinary World The Challenge
  • 45. COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Meet the Mentor Ordinary World The Challenge Refusal of the Challenge
  • 46. Ordinary World Threshold Between Known and Unknown Cross the Threshold COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Unknown The Challenge Refusal of the Challenge Meet the Mentor
  • 47. COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Central Ordeal Ordinary World The Challenge Refusal of the Challenge Meet the Mentor Cross the Threshold
  • 48. COPYRIGHT 息 2014 CAMP CREATIVE Your Journey Today Known Threshold Between Known and Unknown Unknown Return to the Ordinary World Ordinary World The Challenge Refusal of the Challenge Meet the Mentor Cross the Threshold Central Ordeal
  • 49. COPYRIGHT 息 2014 CAMP CREATIVE Recommended Reading The Hero With a Thousand Faces by Joseph Campbell The Seven Basic Plots: Why We Tell Stories by Christopher Booker Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire by Paul Smith TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks by Akash Karia The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One by Bernadette Jiwa StoryBranding: Creating Stand-out Brands Through the Power of Story by Jim Signorelli and Kendall Haven Made to Stick by Chip Heath and Dan Heath
  • 50. COPYRIGHT 息 2014 CAMP CREATIVE THANK YOU. Need help telling your story? Contact Us. bleonard@campcreative.net @Brian_Leonard www.CampCreative.net