MKT 425 Storytelling Archetypes

What are storytelling archetypes important?

Classic patterns that use entertainment properties in content to forge an emotional connection.

Why are storytelling archetypes important?

They serve as parables (moral stories) and rely on literary devices like allegory and symbolism. They also provide structure to give stories an intentional shape.

What are the archetype uses?

1. Define limits,

2. Story springboard

3. Plan important changes

4. Find character archetypes

5. Borrow arcs for change

6. Combine types to broaden stories' appeal

7. Make stories your own

What happens in "Overcoming the Monster" in stories?

An unlikely hero is challenged by antagonistic foe they are ill-equipped to fight. Through their experience, they gain the courage, knowledge, or strength to defeat it.

What happens in "Overcoming the Monster" in content marketing?

The story centers on a solution that conquers real-world pain point or metaphoric representation of obstacle. The hero (target customer) faces problem, then present brand as tool/weapon.

What are examples for "Overcoming the Monster"?

1. Harry Potter

2. Nike's "Just Do It campaign"

What is the storyline of "Overcoming the Monster"?

1. Anticipation

2. Dream

3. Frustration

4. Nightmare/Escape

5. Miraculous

What happens in "Rags to Riches" in stories?

They come from humble beginnings/untapped potential and acquires power, knowledge, or wealth. They struggle under weight of their new position, but they ultimately learn valuable lessons that change them or the world for the better.

What happens in "Rags to Riches" in content marketing?

Through hard work and determination, one can ascend to become a top professional in their industry.

What are examples for "Rags to Riches"?

Air Jordan: Grandma's Driveway (Nigel Sylvester, grew up riding at his grandmother's home in Queens, New York.

Through hard work and determination, he ascended to become a top professional in the sport.)

What is the storyline of "Rags to Riches"?

1. Dire straits

2. Overcome oppression or adversity

3. Enriched and empowered

What happens in "The Quest" in stories?

They feature a protagonist who must overcome a series of obstacles to acquire an important object or reach a desired destination.

What happens in "The Quest" in content marketing?

You show how your product delivers on its promises to support your clients on their quest towards a better life.

What obstacles and challenges did you battle to bring your vision into reality? How can you share lessons and educate your audience? How do the values of your brand do good in the world?

What are examples of "The Quest"?

1. Lord of the Rings

2. Percy Jackson

3. Chipotle (The Scarecrow)

What is the storyline of "The Quest"?

1. Encounter obstacles/adversity

2. Tests of character and strength

3. Emerge victorious

What happens in "Voyage and Return" in stories?

Hero travels to strange land, encounters unexpected situations and oppositional forces. Upon returning home, they realize they've been forever changed by the wisdom gained.

What happens in "Voyage and Return" in content marketing?

Assisting your customer at their destination/during their journey.

What are examples of "Voyage and Return"?

1. Wizard of Oz

2. British Airways: Safety Video "May We Haveth One's Attention" (If your customer travels a lot, your products/services can assist them on their travels.)

What is the storyline of "Voyage and Return"?

1. Protagonist travels

2. Fantastical events

3. Returns Changed

What happens in "Comedies" in stories?

Stories that revolve around confusions such as mistaken identities and precarious situations played for laughs. Often put in unlikely scenarios and go to absurdly extreme lengths to work their way out.

What happens in "Comedies" in content marketing?

Can help put human relatability at forefront of your brand reputation. Content that makes audiences laugh isn't just entertaining, but serves marketing purposes across funnel. It can help small/newer brands draw big crowds, bring legacy brands back into the consideration mix, and fan flames of passion-driven loyalty.

What are examples of "Comedies"?

1. Barbie

2. Ted Lasso

3. Duolingo (x Squid Games)

What is the storyline of a "Comedy"?

1. Series of confusing, awkward, comical events.

What happens during "Tragedies" in stories?

A protagonist becoming more and more ensnared in a predicament. Often an egocentric figure who meets a lonely and violent end due to making the wrong choices.

What happens during "Tragedies" in content marketing?

Difficult to use in brand storytelling, tragedy archetype presents tragic flaw or shortcoming. Organizations can use tragedy to overcome a tragic downfall.

What are examples of "Tragedies"?

1. Hamlet

2. Romeo & Juliet

3. Macbeth

4. Oppenheimer

5. Anti-Vaping Campaigns

What is the storyline of a "Tragedy"?

1. Tragic, nefarious, temptations

What happens in "Rebirth" in stories?

Narrative of hero who is threatened, threat overcomes them, and just when all seems lost, redemption comes about, often requiring character growth from hero.

What happens in "Rebirth" in content marketing?

Can be used to announce major change in company, or rebrand. Or can present overwhelming threat that may lead consumers to feel that all hope is lost, then present the solution

What are examples of "Rebirth"?

1. Wicked

2. Grinch

3. Prudential's One Day Campaign

What is the storyline of "Rebirth"?

1. Hero is misguided

2. Renewal

3. Changes for the better