5. Character and Plot: Narrative Structure and the Art of Archetype Enactment

Characters and plots are at the heart of storytelling, bringing life to stories and stories to life. Plots and archetypes within the brand story help in transporting customers into the story world, binding them with emotional glue. Used appropriately, they affect customers’ sympathy and love for the protagonists. This chapter, drawing on interdisciplinary literature, introduces a conceptual model and explains the critical elements of story: narrative structure, characterisation, plots including seven basic plots and widely used Hero’s Journey framework. While the academic researchers can find pathways to further their research, the practitioners can leverage theoretical insights in creating and evaluating brand stories with an opportunity to transform the practices of brand storytelling and business narratives.