15Anatomy of a Butterfly
The reputation of a company or product is everything, and this reputation emanates from a company’s story. The brand is the embodiment of all the stories that the consumer associates with a company — both good and bad. On the playing field of ideas and campaigns, if you fail to tell your own story, someone else will tell it for you, and I’m willing to bet you won’t like it. A brand can be a “hero” within the narrative. Or, as depicted above, a product might be the “helper,” who assists the hero-consumer. It’s not just boring old soap. This particular soap washes away all the grime of life, leaving one feeling “fresh and clean as a whistle,” as Irish Spring advertisements promise. It’s the car that helps the Hero get ...
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