We all know great marketers tell a good story! But, what are the ingredients of a good story? A pinch of this and a dash of that…actually no, there is a recipe: myth and message, heroes and villains, emotions and conflict and a signature storyline. Let’s take a closer look at myth and message through the eyes of Dove.
Myth and message is what you stand for; what meaning do you create for your customers? Great stories have a strong premise, an ideological center that provides meaning. The key ingredients of myths include an explanation about how the world works; a meaning, which helps audiences gain a deeper understanding of who they are; a plot, a narrative that underlines the myth’s lessons; and a ritual which addresses the lessons in the audiences’ own lives.
Dove created a mission for “women to live in a world where beauty is a source of confidence, and not anxiety. We are on a mission to help the next generation of women develop a positive relationship with the way they look – helping them raise their self-esteem and realize their full potential”.
Dove’s story uses all four “myth” components to unite women with a sense of shared identity and evangelism:
- Explanation: society makes women believe they’re less beautiful than they are.
- Meaning: “You are more beautiful than you think.”
- Story: Dove shows, not tells, these points through people its audience can relate to.
- Ritual: sharing the message becomes an act of defiance.
Dove created self-esteem building, educational programs and activities that encouraged, inspired and motivated girls around the world. To date, Dove has reached over 7 million girls with these programs and has set a global goal of reaching 15 million girls by 2015. As a result, Dove’s story has been widely shared, while other more typical shampoo ads have not.
Do you recognize this ingredient in other great brand stories? Let us know and as always stay #TopRight.