Designing a Modern Brand Mythos: Tips from Joseph Campbell’s “The Hero With a Thousand Faces”
In 1949, Joseph Campbell published his seminal work of comparative mythology, “The Hero With a Thousand Faces.” It is an exploration of the classic “Hero's Journey” narrative pattern: the unlikely hero receives a call to adventure, meeting mentors and amassing allies. After overcoming ever greater challenges, they experience an abyss where they face their biggest fears and enemies. This brings transformation, unlocking their full potential. They return home victorious and changed. From ancient myths like the Epic of Gilgamesh to modern classics like Star Wars and Harry Potter, these stages are ingredients for stories that resonate universally.
For brands, the Hero’s Journey represents a compelling creative tool. In an age of parity, compelling narratives seriously set brands apart. Brand stories shaped as archetypal narratives forge visceral loyalty: humble roots, existential struggles, watershed moments, and ultimate triumphs in staying true to ideals. Most importantly, the hero transforms. And brands at their best transform people's lives; their outlook, their community, their sense of progress. Cast audiences as the heroes who transform through your brand.
The same is true from a PR perspective, where crucial information must be conveyed as an authentic story to perform well.
What are your takeaways from the Hero's Journey and its application to shaping brand-driven narratives?
