Brand Storytelling

Archetype

‘An archetype is a universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth.’

(Howard-Spink & Levy, 2002, para. 22)

Our team decides to create a photo story about Tim Tam.

Brands will emulates archetypes to create effective brand communication, and archetypes should be easy to be identified and understood by the target audience.

The archetype we are going to do is the idealist/innocent.

Story

Within the 7 universal plots on Sparkol, we pick ‘overcoming the monster’.

Here is the photo story:

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On a peaceful day, there is a monster invading a small village for food. The villager (me) is just a normal person with no superpower, so the monster took all the food away, left the small village starving.

The villager is looking for the way to defeat the monster. Suddenly she finds something in the bushes. There is a bar of Tim Tam, she eats the Tim Tam, and she gets power to overcome the monster.

Reference:

Sparkol (2015), ‘The 12 Brand Archetypes All Successful Businesses are Built On’, Sparkol, retrieved 22 March 2020, ( https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on ).

Sparkol (2019), ‘The 7 Universal Story Plots That Still Entrance Audiences’, Sparkol, retrieved 17 July 2020, ( https://www.sparkol.com/en/blog/the-7-universal-story-plots-that-still-entrance-audiences ).