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STORYBRAND PRINCIPLE THREE: CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.
#a-character #comunicacion #marketing #principle-2-internal-and-external-problems #story-brand #three-levels-of-conflict

Always position your customer as the hero and your brand as the guide. Always. If you don’t, you will die. Those who realize the epic story of life is not about them but actually about the people around them somehow win in the end. Yoda understands Luke’s dilemma and has mastered the skills Luke must develop if he is going to win the day. A guide expresses an understanding of the pain and frustration of their hero.

The two things a brand must communicate to position themselves as the guide are:

  1. Empathy.
  2. Authority
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STORYBRAND PRINCIPLE THREE: CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.
Always position your customer as the hero and your brand as the guide. Always. If you don’t, you will die. Those who realize the epic story of life is not about them but actually about the people around them somehow win in the end. Yoda understands Luke’s dilemma and has mastered the skills Luke must develop if he is going to win the day. A guide expresses an understanding of the pain and frustration of their hero. The two things a brand must communicate to position themselves as the guide are: Empathy. Authority EMPATHY Clinton secured the election during a debate in which Bush gave a rambling answer to a young woman when she asked what the national debt meant to the average American. Clinton c


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