But behind all the endless stories we continue to pass on, the need to hand over social values remains. Definitively, around narration of common stories was built the identity of peoples, local communities, families and individuals. That’s why we fall in love with characters and we identify ourselves in the conflicts described by authors that are geographically, culturally and historically really far from us.
While it’s true that common stories build the identity, even brand’s distinctiveness is based on a symbolic and a narrative universe that consumers decide to share. In this “meaning’s exchange” lives the essence of brands, that is essentially a “relationship”. People do not buy just products, but the stories they represent.
To build a good story 3 ingredients are required, we are able to found them in all stories, regardless of linguistic, cultural and historical differences.
The core character of the story, every hero it may be attributed to an archetype, in other words it may be attributed to a model that is universally recognizable. The hero is the heart of the story, its nature, its personality, its behavior, through its actions, it embodies the fundamental values that the story wants to convey.
Following the Millward Brown’s model, we can connect every hero, then every brand, to 10 fundamental archetypes, wich embody the impulse to go to the change or stability, rather than the impulse to the challenge or comfort.
Every self-respecting story describes a conflict that calls our hero. A conflict it’s a tension that affects the balance of values of main character and forces him to act. Any brand, through its products and services, responds to a social tension, a desire or a need which tries to give an answer.
IKEA, with its range of affordable design and products, try to fight against the vision that design it’s only to an inner circle, that you need high education level and financial liquidity to access of design products.
From the solution of a conflict, where the hero hardly wrought, finally comes the moral. This represent the reactivation of the stability and contains the Brand’s vision (our hero) of the world.
To start again with the IKEA’s example: “ you can create your own space with design and affordable prices objects and have fun”.
It stands to reason that storytelling may be the base of a strong Brand’s construction. The construction and narration of the right story make possible to establish a good emotional relation that gives Brand’s notoriety and vivacity to the stakeholders.
And you, which one do you want to tell?