Gabriella Pereira made us ask a lot of questions about how we perceive storytelling and branding. From Harry Potter to Toy Story, her session had it all!
She began by telling us about 2 characters that stand on the opposite sides of the spectrum.
It’s a spectrum; you want to show the glimmer of the opposite in your hero @DIYMFA #INBOUND18 pic.twitter.com/zqVoBpPtLV
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
Her theory of storytelling goes like this: The underdog needs to show that he can rise to the occasion, and the larger than life hero needs to show his vulnerabilities.
On the opposite end: Dumbledore is so larger-than-life, but we get to see his vulnerability (and crappy decisions) @DIYMFA #INBOUND18
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
Then she told us about how we can place any character in any of the 4 categories of the storytelling matrix.
Matrix: 4 archetypes based on hero and desire @DIYMFA #INBOUND18 pic.twitter.com/jIrdJzdIsZ
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
Oh, and did we tell you that she’s a Potterhead?
You can make lateral moves, then let them sit for a while – see Harry Potter’s move through tall 4 archetypes (Underdog ➡️ Disruptor ➡️ Protector ➡️ Survivor) @DIYMFA #INBOUND18 pic.twitter.com/IRmYYrZFTe
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
The underdog has to be our favorite of all. It feels great when you’re rooting for the little guy in the room. His story revolves around the change that he wants, and how he’ll get there.
Underdog: average Joe/Jane who rises to make change @DIYMFA #INBOUND18 pic.twitter.com/6qoZucLrr5
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
The disruptor is like the underdog, for he wants the change, too. But he’s a rebel, and way more idealistic than the latter.
Disruptors: larger-than-life who want change @DIYMFA #INBOUND18 pic.twitter.com/jBcz8eXP5H
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
The survivor, on the other hand, isn’t looking for a breakthrough. His purpose is to survive and beat the odds with his sheer willpower.
Survivor: average Joe/Jane whose desire is to preserve (and persevere) @DIYMFA #INBOUND18 pic.twitter.com/lAoZUi3wlu
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
The protector is there to, well, protect. He’s the mighty superhero, and is involved in epic battles and quests. And that also includes battles that take place in the workplace. (Yes. Dwight Schrute was a protector, too.)
Protector: larger than life; preserve @DIYMFA #INBOUND18 pic.twitter.com/l8dbbudsdw
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
It is easy to see the storytelling matrix in action. Pick the first brand that comes in your mind, and most likely it belongs to one of these categories.
Car industry actually has some pretty good examples of all 4 archetypes @DIYMFA #INBOUND18 pic.twitter.com/DFcN7AuSFz
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
But storytelling fails when the brand forgets what it is, and tries to shift diagonally across the storytelling matrix.
Lincoln is kind of confused right now… they’re the luxury version of Ford, but they’re the luxury version of…Ford. Underdog trying to convey Protector. (Not working!) @DIYMFA #INBOUND18 pic.twitter.com/4wcYQB40dN
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
Gabriella ended her session with some questions for us to ponder upon. These questions must be answered for a brand to be self aware, and to unleash its storytelling superpowers.
How to figure out which values/emotions to tap into:
@DIYMFA #INBOUND18 pic.twitter.com/kzbO42PDgP— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) September 7, 2018
We are excited to bring you everything that’s on at INBOUND18 – sessions, videos, tweets and more. Follow the event from anywhere in the world with our remote coverage of INBOUND2018.
