There Are Only Seven Stories Brands Can Tell, says Westpac Marketing Chief
While many brands are all about story-telling and plundering through its marketing to outdo its competitor’s story, Oliver Lynch, head of brand and marketing at Westpac, said in reality, there are only seven story-lines a brand is able to tell.
Speaking at ADMA’s marketing technology event, TechMix, in Sydney last Friday, Lynch outlined how storytelling was the original form of mass communication. It was there before the printing press, before the written word and before any kind of technology. It is ingrained in numerous cultures throughout history.
“Brands picked up on this quite some time ago,” he told the audience. “Advertisers in particular really started embracing the idea of storytelling and since then you can just image all the great stories that have been told, the David and Goliath story of Apple versus IBM, Dove’s quest for inner beauty, and all these amazing stories that marketers have used.”
And yet, Lynch said there are only really seven plot-lines brands can tell, he said, taking the audience through all options.
Overcoming a monster
Star Wars was the prime example of this kind of plot line, and Lynch explained how Virgin airlines in the UK used this plotline a few years back against its competitor, and at the time not the best with its reputation, British Airways.
“Virgin were absolutely taking on this villain that was British Airways,” said Lynch.
When the giant ferris wheel structure in England’s capital, the London Eye, was first being erected, there was a kerfuffle and the structure wouldn’t stand up. As British Airways was a sponsor of the London Eye, Virgin flew a balloon over the scene where hordes of press were gathered, with the statement: “BA can’t get it up!”
Rebirth
“This doesn’t get use as often by marketers,” said Lynch, “but I think when it does it can be incredibly powerful.”
Volvo was the prime example in Lynch’s explanation when a few years back the car manufacturer decided enough was enough and poked fun at itself. The brand took a brave move a few years ago “to laugh at this problem they had about being so conservative and safety centric”.
“They laughed at themselves and kind of through that managed this state of rebirth.”
Comedy
This storyline probably doesn’t need much of an explanation. However, Lynch reckoned this is the lazy way of marketing. “It’s almost where we end up as communicators when we’re being a little lazy. It seems the easiest one to fall back on.
“But of course, there are some incredible campaigns there as well.”
Quest
From a film perspective, not much can beat Lord of the Rings in terms of the ultimate quest. And when this plot is done well for brands, Lynch suggested it is probably one of the most powerful.
Brands such as motorbike brand Harley Davidson have used quest, even though Lynch said he wasn’t quite sure what the quest itself actually was.
“But it’s probably helping middle-aged white guys to rediscover their masculinity or something along the lines of that. But they’ve certainly got this amazing quest.”
Tragedy
The story of a tragedy isn’t something most brands would want to associate themselves with, said Lynch, but when used, it tends to end up as some kind of public service announcement.
Voyage and Return
“This is where someone goes out into the scary world, takes a brave move and comes back and learns as a result of it.”
The story of Johnnie Walker is a prime example of this storyline, said Lynch, and probably one of his favourite pieces of content.
Rags to Riches
“This is again a very powerful storytelling technique from a brand perspective,” said Lynch. Using the car brand Chrysler as an example, Lynch explained how the below clip actually uses the exact same plot as Cinderella.
Latest News
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
There is just under a month to go until the inaugural Cairns Crocodiles Awards presented by Pinterest! Today, as our judges deliberate over a year’s worth of hard work, we celebrate some of the incredible entries in the Healthcare category sponsored by Alternaleaf. The Cairns Crocodiles Awards celebrate the best examples of creativity in marketing […]
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.