Campbell defined the Hero’s Journey structure (also called the Monomyth) through analysis of historical and folk stories passed through time. But, more recently, work has been done to prove how the human brain is hardwired to respond to stories told in this way.
Paul Zak, a neuroeconomist at Claremont McKenna College, studies the connection between brain chemistry and economics. His research has shown that the release of a chemical, oxytocin, during interpersonal experiences creates trust, and corresponds with economic transactions. Oxytocin release can be used to “hack” the brain.
Effective interpersonal experiences are rooted in shared purpose and empathy, and nothing creates that connection more powerfully than story.
Zak’s research has shown that oxytocin is released during the climax phase of a story with appropriate audience interest: It’s why audiences feel a rush when the main character defeats his mortal enemy in a movie—the audience cares, and feels the victory as their own.
Brand stories constructed using the Hero’s Journey have the same effect. Customers instinctively connect with and understand the arc of the hero. They become emotionally invested in the narrative’s outcome, and easily see themselves playing the same role. As their emotional investment increases, they feel the catharsis of the story, leading to an oxytocin release, emotional connection, and a level of trust that might otherwise take decades to build. They have become an evangelist for the brand.
Brands such as Tom’s Shoes, Warby Parker, and yes, Apple, have transformed through their ability to align audiences with their purpose. All of these organizations have authentic purposes, which they communicate in the Hero’s Journey structure.
A company that does this profoundly well is Dove. Unlike other beauty product companies, you won’t find messaging from Dove that touts softer skin or a smoother complexion. Dove’s “why” is “You are more beautiful than you think;” the company exists to empower people to love themselves as they are. They frame this message in a perfect Hero’s Journey narrative: the broken world is a place where people feel they need to present as someone they’re not to be accepted or seen as beautiful.
The hero is that outsider: a person who is beautiful and wonderful just as they are. Dove products exist not to fundamentally change the customer, but rather to bring out the beauty that’s already within: empowering them to present their true, confident self to the world.
Compare today’s Dove messaging with the classic Ogilvy slogan they levered at the height of the broadcast era: “One-quarter cleansing cream. Dove creams your skin while you wash.” Finding their “why” and repositioning their story has been vital to keeping Dove relevant.
Shared purpose is what aligns the hero and the mentor. In a narrative, brands do the same, and effectively cement their role as a mentor.
Doing so requires discarding product-focused messaging that extols features and benefits in favor of a story that portrays how the brand will help their customers transform their world.