![]() It observes that the main character - the hero of the story - is always confronted with a problem, must find tools and resources to overcome that problem, and then is rewarded handsomely for their work in resolving the conflict. This journey describes a common storytelling structure in the world’s most famous myths and legends. In his 1949 book, The Hero with a Thousand Faces, anthropologist Joseph Campbell described what he called the hero’s journey. You see, it’s our customers who are the true heroes of our marketing stories. The only difference is that the main character is an active participant in the process.Ī lot of businesses place themselves and their products as the center of attention in their marketing. ![]() ![]() How marketers can use Joseph Campbell’s idea of the hero’s journey to make their customers feel larger than life. ![]()
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