In all forms of storytelling there is a mythic structure. It is a magical formula that resonates deeply within the psyche of the audience; all stories consist of a few common structural elements found universally in myths, fairy tales, novels and movies.
This is not some new age gobbledegook, this is ancient wisdom studied by philosophers and academics for centuries and it applies to every single story from Homer’s Odyssey to his Halloween Special.
At Giant Leap we have studied these teachings and strategically apply them to the brands we work on to create brand pathways that span a lifetime.
How can we show you this?
Here’s one we created earlier:
The James Squire Hero’s Journey.
World of the common day.
The marketing department of Lion Nathan brief Principals to create some new premium beer brands
Call to adventure
Jane Evans and the Principals team create the James Squire concept.
At this point in the story, there is usually a significant statement that will define the true nature of the story. In this case the poignant comment was “How do we create a big brand while keeping all of the positive attributes of being small?”
Refusal of the call
The marketing department rejects the concept.
Chuck Hahn hears about the idea, sees it as the perfect opportunity to launch the craft beer category in Australia takes it to the top and gets the backing of the board to reclaim his brewery and start production.
Crossing the first threshold.
With packaging and point of sale designed by Giant Leap and with a magnificent brew, James Squire Original Amber Ale was born. The first threshold was crossed with the brewers walking into pubs with cases on their shoulder and the story of this great beer to share.
Belly of the whale
Since then the brand has grown into a fine family of beers. Safely tucked away in the brewery in Camperdown and relying on little more than the quality of the beer and modest marketing the brand has grown very nicely. But other beer companies have started to replicate your success rather than follow their own destiny, they are in the belly – leave them there.
The road of trials.
The Malt Shovel have beaten the early challenges easily and now find themselves facing their tests, allies and enemies.
One of the biggest challenges is to allow the brand to mature without losing the power of its rebellious nature, this is particularly important in the brand’s relationship with its father (Lion Nathan). A big struggle will be the father figure’s imposition of discipline and structure while still allowing the brand to break the rules and defy convention.
Enemies will take the form of the competition, they will try and replicate our success, but they are further back on the road and have a lot of catching up to do, keep a couple of sentries keeping an eye on but keep the leaders looking at the unknown road ahead.
Meeting with the Goddess
The challenge is now to grow more than just the James Squire brand, but to own the craft beer category on a number of fronts. The Malt Shovel does not meet the Goddess, but become one. This is the time for Malt Shovel to grow eight arms in the form of various new brands, experiment, try new things – move quicker and further than the competition who are plodding behind. All while nurturing and growing the first fruit – James Squire. Each new member of the family will be given the same care and attention and opportunities to reach their full potential. And each will be permitted to try new things, knowing that sometimes they may not work, but usually lead to better things.
Woman as temptress.
The craft beer craze won’t last forever this is the time to be aware of the lure of fashion (temptress) and to stay true to your beer values
Atonement with the father
The Malt Shovel’s father figure will only be atoned by proof of concept, measurable success and solid consistent profit. Plus he will notice the positive result of having an energised and entrepreneurial marketing department brimming with new ideas.
Apotheosis (which means the healing of a broken bone)
The Malt Shovel Brewery and Lion Nathan will knit together seamlessly to unite as a passionate group of beer and life-loving individuals who nurture the growth with care.
The Ultimate Boon
The Malt Shovel Brewery produces “Industrial Beer” quantities, but divided up among a stream of innovative and interesting beers hand crafted with care at a number of small craft breweries.
Unfortunately Lion Nathan (the father) decided at this point to take back all marketing and strategy for the James Squire brand, Giant Leap didn’t get past the first scene in act 3 – the refusal of the return.
Someone else is writing the end of this story:
The magic flight
Rescue from within
Crossing the threshold
Master of the two worlds
Freedom to live
But maybe we can write a whole new one for you.