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The Art of Authentic Storytelling – The Secret Sauce, Myth and Message

imagesWe 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.  dove

Do you recognize this ingredient in other great brand stories? Let us know and as always stay #TopRight.

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