How To Improve Your Brand Marketing With The Seven Basic Plots Theory
Bring your brand to life with the power of storytelling using the Seven Basic Plots theory. Also known as the Monomyth, this concept suggests that all stories can be reduced to seven distinct plot structures, including Overcoming the Monster, Rags to Riches, The Quest, Voyage and Return, Comedy, Tragedy, and Rebirth. In brand marketing, this framework can help create memorable, engaging and impactful narratives that resonate with target audiences and build strong relationships. Discover the benefits of adopting the Seven Basic Plots as a storytelling approach for your brand, from simplifying the process to increasing customer engagement and loyalty.
The Seven Basic Plots: A key to understanding narrative structure and crafting engaging brand stories
The idea of certain narrative structures underlying all stories is not a new one, and can be traced back to ancient storytelling traditions. In the early 20th century, a theory was proposed that outlined a limited number of basic plots that are the foundation of all narrative stories, The Seven Basic Plots. This theory suggests that all stories can be boiled down to just a handful of archetypal plot structures, each with its own set of recognizable themes, characters, and events. The theory remains a popular subject of debate and analysis among literary scholars, writers, and readers alike, and provides a framework for understanding the underlying structure of narrative storytelling.
In the context of brand marketing, the Seven Basic Plots theory can be used as a framework for creating brand narratives that are engaging, memorable, and effective. By understanding the core elements of each plot structure, marketers can create stories that resonate with their target audience, helping to build stronger and more meaningful relationships with customers.
The Seven Basic Plots when used in brand marketing
The seven basic plots, or The Seven Basic Brands as it could also be called when adapted to brand marketing, could look something like this:
Overcoming the Monster:
The brand as a hero, overcoming challenges to provide solutions to customers.
Practical example:
Nike positions itself as a hero that empowers athletes and everyday people to overcome their challenges and reach their full potential. Nike’s marketing often features athletes and everyday people who have overcome challenges and achieved their goals with the help of Nike products.
Rags to Riches:
The brand's success story, showcasing its growth and achievements.
Practical example:
Amazon started as a small online bookstore and now dominates e-commerce. Its marketing highlights growth, innovation, and commitment to customer experience. By showcasing its success, Amazon reinforces its position as a trusted and reliable brand and inspires confidence in customers for future leadership.
The Quest:
The brand as a trailblazer, setting out on a journey to find innovative solutions for customers.
Practical example:
Tesla positions itself as a trailblazer in the automotive industry with its commitment to sustainable transportation and efforts to disrupt the traditional industry. The company’s mission to promote sustainable energy is evident in its marketing and products. Tesla differentiates itself from competitors and inspires customers to join a brand that pushes boundaries.
Voyage and Return:
The brand's legacy, highlighting its history and traditions, and how it has evolved to meet changing customer needs.
Practical example:
Coca-Cola’s marketing highlights its heritage and traditions, such as the iconic glass bottle and original formula, and its evolution to meet changing customer needs, such as new flavors and offerings. By showcasing its legacy and evolution, Coca-Cola reinforces its position as a timeless and enduring brand that adapts to customers’ changing needs.Comedy:
The brand's playful and fun side, using humor to connect with customers.
Practical example:
Old Spice. The personal care brand is known for its humorous and playful advertising campaigns that feature quirky characters, absurd scenarios, and over-the-top humor. These campaigns have helped Old Spice connect with customers in a fun and memorable way, and have positioned the brand as a youthful and energetic brand that doesn’t take itself too seriously.Tragedy:
The brand's emotional side, using poignant stories to evoke empathy and build stronger connections with customers.
Practical example:
Dove. The personal care brand is known for its campaigns that highlight real women and address issues such as body image, self-esteem, and beauty standards. By sharing powerful and emotional stories, Dove has been able to connect with customers on a deeper level and build a strong emotional bond with them.Rebirth:
The brand's transformation and reinvention, showcasing its adaptability and resilience in the face of change.
Practical example:
Apple’s marketing showcases its adaptability and reinvention, emphasizing its disruptive innovation and ability to introduce new, innovative products. The brand’s ”Think Different” campaign exemplifies its challenge to the status quo.
Benefits of a structured storytelling framework for your company
Adopting the Seven Basic Plots as a storytelling framework can bring a number of benefits to a company. For one, it helps to simplify the storytelling process, making it easier for marketers to create cohesive and effective brand narratives. By using a structured approach to storytelling, companies can ensure that their brand messages are consistent and memorable, helping to build a strong brand identity.
Additionally, this approach to storytelling can help to increase engagement with customers, as it allows brands to connect with their audience on an emotional level. By using stories that resonate with their customers, companies can build stronger and more meaningful relationships, helping to increase customer loyalty and support.
The Seven Basic Plots theory is a powerful tool for brand marketers, allowing them to create memorable and impactful brnads that engage and connect with their customers. By adopting this structured approach to storytelling, companies can simplify the process of crafting effective brand narratives, and improve their ability to build stronger and more meaningful relationships with customers.
Want to talk about an idea?
Are you in need of a good idea, marketing campaign or a communication concept? Rasmus Thuritz specializes in marketing strategy, content production, and art direction. With a focus on delivering high-quality and effective communication solutions, Thuritz helps businesses and organizations connect with their target audience and achieve their goals. Whether you're looking to improve your brand messaging, create compelling content, or elevate your visual branding, Thuritz has the skills and expertise to help you succeed. Say hello today to learn more about how Thuritz can support your communication needs.