Heroes, villains, saviors, and antiheroes are all relatable and sympathetic in their own ways. In marketing, the consumer should be positioned as the hero, not the brand.
There have been many pioneers in the cosmetic industry. Just to name a few, Lawrence and Joan Gelb of Clairol made hair coloring something acceptable rather than declassé. Max Factor created pancake makeup becoming the go-to authority for the burgeoning Hollywood film industry.
I met David Ogilvy twice when I was 19 years old. Both times, the great man looked at the work I was doing at that moment and gave advice (which actually wasn’t advice, but criticism). Nonetheless, it felt like an honour to have my work panned by such a legendary adman.
Storytelling is a foundational skill for entrepreneurs and founders to attract investors, employees, and customers. People want to partner with someone who’s smart, of course, but they also want to be a part of an exciting and inspiring journey.
In 2012, a South Korean performer named Psy posted a video titled “Gangnam Style” on YouTube. Psy’s performance, personality and K-Pop confidence propelled Psy to became the first music artist to reach one billion views on YouTube.
