The last principle of Transmedia storytelling is Archetypes. Archetypes are familiar story characters that your consumer can recognize and understand. Archetypes have the ability to bring brand loyalty because they easily project story characters that most people can relate and connect to.

The human brain is wired for stories; and creating an enduring story will help create a brand that endures as well. Archetypes can be split into three types, with multiple characters represented under each. The types are divided as ego types, soul types, and self-type.

For example, one can take a look at the age old faerie tales and find a common set of archetype characters: There once was a hero who was known through the land. He was a champion for the innocent. One day he discovered a Villain. This villain had an evil plan and captured the innocent princess. The hero goes out and battled the villain and wins, freeing the princess and saving the world.

In that short example we had at least three archetypes; the hero, the villain, and the innocent princess. Each of these characters represents easily identifiable elements that people can make a connection with. For example the hero represents a character on a journey, with relatively good traits and desires and hopes. The villain represents everything evil and wrong. Both of these characters are archetypes that are opposites and set up for a grand conflict. There are of course exceptions to the rule; some villains become redeemed, and some heroes fall from their pedestal, but in the end the rule remains the same; archetypes are quickly recognizable and help people make quick connections.

In conclusion to this video series on Transmedia storytelling; the impact on marketing that the four principles have cannot be underestimated. Using Authenticity, Sensory, Relevancy and Archetypes in the story of your branding will set you on the hero’s journey to a successful business endeavor.

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The third principle of Transmedia storytelling is relevancy. Relevancy is the degree to which your product and brand are connected to a consumer and have meaning or relevance to them. Knowing how to leverage relevancy in your marketing campaign will help you have a wider appeal with consumers.

Studies have shown that the human mind is wired for stories. They connect us directly to values and principles in life, while also adding an element of entertainment. Relevancy is important because it can inspire loyalty and promote your company beyond that of a simple product. Some consumers won’t buy a product necessarily for its function but rather for its social appeal or self-definition value. Companies that have a name for excellence, or are recognized as front runners in charitable endeavors will attract a following and loyalty to the company, even if there are cheaper alternatives of a similar product from a rival company.

Relevancy is able to give your company that personal and humanized attention. Being relevant in today’s society can help your company immensely because people want to be connected. Being able to define who you are as a company, and what your image is will allow you to make those important connections and market effectively, as you apply the principle of relevancy to your Transmedia marketing experience.

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Another principle of storytelling is what is known as the sensory principle. Sensory, or senses, give people the ability to receive large amounts of information in 1 -2 seconds and have a reaction to it. In our day and age, most people are bombarded with digital information daily, and with that is a desire for something fresh. That’s where the senses can play a role.

Instincts or immediate reaction feelings to a stimulant are examples of sensory memory. When you see the familiar red sign on the street corner or a traffic light, instincts will kick in and cause you to have a quick reaction. By incorporating these types of elements into your brand’s story message you can engage your consumer’s senses.

The idea of engaging senses can not only be applied visually, but in auditory measures or even through kinesthetic means. Auditory can be through certain sounds creating an ambient mood, or hands on interaction with your product thereby allowing consumers to have a kinesthetic experience.

While sensory memory only lasts for a short time, it can be a deciding factor in keeping interest in your product. It is an important tool to consider when it comes to marketing so that you can expand the marketing potential and your Transmedia storytelling experience.

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The Principle of Authenticity

One of the four principles of storytelling is Authenticity. Authenticity is reality and people want reality. In our day and age, having a level of authenticity with your brand will allow you to connect more quickly and effectively with your consumers.

One problem that can sometimes be found in flawed marketing plans is presenting too much information for your consumers to digest. When you lack a focus to your brand, it lessens the impact your marketing has. The most successful marketing campaigns focus on single or condensed messages/stories for their particular brand across multiple platforms. If your company is selling sneakers, there’s absolutely no reason you would ever want to bring up another product in your marketing that is completely unrelated such as toothpaste.

Another facet of keeping a brand authentic is in how you utilize recognizable emotional attachments. Super bowl TV commercials frequently have a good grip on this; including pop culture references, social memes and fads of the current time, timeless classic film references, and even simpler visual connections such as a family seated around a dinner table; these types of visceral connections allow for a consumer to quickly associate a product emotionally.

Exploiting your product with a focused marketing campaign across multiple platforms is a final step in establishing your brand in a given marketplace. When you combine a principle such as authenticity and incorporate it into your marketing plan, it will allow you to achieve the next level in a Transmedia Marketing experience.

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