As children, stories teach us everything we need to know: our ideas of right and wrong, good and bad, loyalty and love. As a brand agency, Aesop uses the archetypes of storytelling to build brands that people can believe in. Brands that stand the test of time.
All great brands have a great story – a compelling, durable narrative that we relate to, invest in and enjoy. We believe people are increasingly deaf to overt marketing messages, but always have, and always will, respond to a good story.
We find, shape, plot and tell these stories.
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According to Ernest Hemingway, this was the best short story he ever wrote: only six words, yet containing an eternity of pain and pathos. Proof positive that a story can be concise, precise and profound, all at the same time.
All great brands have a great story – compelling, durable narratives that we can relate to, invest in and enjoy.
Our Magic Tokens
Luke has a light sabre. Dorothy has her ruby red slippers. Frodo wears the ring to bind all rings. Magic Tokens are a story archetype: the mystical gift that our hero is given by a wise mentor to help them on their way. These tokens often bestow magical powers and allow the hero to complete the quest.
At Aesop, the magic tokens we give our clients are less dramatic, though no less powerful:
Before we begin any project, we seek out anecdotes. People love to talk and share their stories. There’s a gold mine out there and we seek to capitalise on it.
The Story Model
Every brand has a story. Some have had them but lost them; some never realised they had them; others have always had them, but they’ve never been properly told. Our model helps brands find their story, and then defines how that story should be told.
Plotting takes people on a journey. In our model, the journey traverses touchpoints, channels and devices so that each becomes a chapter in your brand story.
At the outset of any journey, it pays to be properly prepared.