Storytelling, heroes and digital brands

From ancient hunters telling tales around campfires to modern brands using narratives to captivate audiences, the essence of storytelling has always been about connection.

Tens of thousands of years ago, the strongest men in nomadic tribes, way before settled civilization, really only did two things:

1. Go out hunting.

2. Tell stories about going out hunting.

They probably went out to hunt for two days and rested five long days, telling stories about it—unlike us, who now work five days a week and rest only two, completely reversing their way of life 🤣

By repeating this plan for thousands of years, these hunters laid the foundations of our current narratives. Marching into danger, venturing into the unknown, overcoming obstacles, risking their lives, and ultimately catching their prey—these brave souls shaped what we now know as the "Hero's Journey."

This framework still appears in most of the stories we see today. It's a bold oversimplification of a much more complex thing, but stick with me for a second, and you'll see where I'm going with this.

If you've never heard of the "Hero's Journey" before, it's a concept coined by the writer Joseph Campbell in the last century. It's a narrative structure that fits stories across times and cultures.

Think Homer's Odyssey, The Hobbit, Star Wars, and even Pixar movies. It's there in basically every adventure or action story you've been told over the past few decades. The different stages explain the circular journey of a protagonist who embarks on a life-changing adventure, faces challenges, and returns home transformed.

ℹ️ If you want to dive deeper into the Hero’s Journey: Wikipedia's take on it

▶️ If you're a Star Wars fan, here's an excellent explanation of Luke Skywalker's journey and the whole myth of Star Wars:

The Heroes of Today

Today, we don't have warrior-hunters in our tribes. Getting food isn't exactly heroic, unless you count facing the grocery bill with calmness and not fleeing in panic at the crazy price tag. Life is a bit easier now, let's be real.

Nowadays, many of the heroes, stories, and role models that used to shape our culture have been replaced by consumer brands. These brands aren't just selling products; they're telling stories that aim to connect with us on an emotional level. Marketing departments are the new modern-day storytellers, crafting narratives that inspire us, make us feel part of something bigger, and elevate our everyday experiences by aligning with the values we hold dear. It's not just about the product; it's about the lifestyle, the identity, and the journey that they sell to us.

I've been diving into the world of storytelling lately (which could be translated as an engaging narrative of events with a final message that offers a takeaway). I've started to notice the stories that brands tell us, and it's fascinating stuff. There are plenty of lessons we can learn.

I look at ads from Nike, Apple, RedBull, or CocaCola, and I get what they're doing with their marketing—the spectacular ads and campaigns. I see the Hero's Journey and other narrative structures all the time.

• For instance, Apple's legendary '1984' commercial positioned the brand as a revolutionary force against conformity, redefining what it meant to be innovative.

• RedBull's 'Stratos Jump' campaign literally took storytelling to new heights, capturing the imagination of millions by pushing the limits of human potential.

• CocaCola's 'Share a Coke' campaign made their product personal, encouraging people to connect with each other by sharing a bottle with a friend's name on it. These are perfect examples of how brands tell stories that resonate deeply with us.

And I understand these stories that brands tell us that, at first glance, may have nothing to do with their product. For instance check this crazy ad:

Storytelling in digital brands

In our ecommerce universe, there are many brands that have understood the power of storytelling to communicate, convert, and stand out.

And to connect with us—that's the main purpose of stories.

• I often talk about Gymshark, a brand that started in Ben Francis's basement—a hero with humble beginnings on a mission to bring together (connect) the entire community of fitness enthusiasts. It's been wildly successful.

• Or Liquid Death, taking on a crusade against the giants of the industry, trying to banish plastic from water packaging and make drinking this precious liquid as cool as sipping a sugary drink or beer. It's about connecting with people who care about the planet.

There are many more examples in the EcommLetter archive. For instance, brands like Allbirds have excelled at storytelling by focusing on sustainability and comfort, connecting with consumers who care deeply about the environment and ethical fashion.

Or take Warby Parker, which has crafted a story about accessible and affordable eyewear, making their mission about giving people the ability to see the world clearly—literally and metaphorically.

Any of these ring a bell?

Modern storytelling archetypes

The folks over at Future Commerce, who publish fantastic content on ecommerce, digital brands, and the future of digital commerce, are doing something really interesting: they've brought these ideas about the Hero's Journey and story archetypes into the world of modern commerce. They're exploring iconic online brands and the stories they tell.

They've extracted 12 archetypes of DTC brands and are developing them on a gorgeous, impactful website.

Plus, they promise that if you take a simple 5-minute quiz, you'll find out which archetype you belong to (they align pretty closely with Jung's archetypes, which is pretty fascinating). You'll understand why you love the brands you love and why you can't stand the ones you don't.

I don't know if you'll be able to resist taking the quiz. It's free, and they send you the results by email. I couldn't resist 😉

▶️ Take the quiz, it's 5 minutes. Which personality archetype represents you? Which brands embrace that archetype?

Takeaways

Storytelling is more than just a marketing buzzword—it's the thread that connects brands to their audiences on a deeper level.

By telling authentic, relatable, and inspiring stories, companies can transform from mere product providers into symbols of values, aspirations, and identity.

Whether it's about pushing boundaries like RedBull, challenging norms like Apple, or fostering community like Gymshark, the power of storytelling in marketing is undeniable. Brands that master this craft don't just sell; they inspire, connect, and create lasting memories.

So, next time you see a great ad, look for the story—and think about why it resonates with you.