26 Trade Secrets revealed: Stories at Work

What can Star Wars characters teach us about brands? That was the question posed by Al Robertson in a workshop on the power of stories in corporate communications – held, appropriately enough, on May 4th. Jill Hopper reveals the top secrets she picked up on the day.

Al understands how stories work on many levels – he’s a sci fi novelist, screenwriter and brand consultant. In a lively two-hour session titled Stories at Work he used Yoda, Darth Vader and other well-loved figures from the blockbuster movie franchise to give us new ways to think about our clients and find the right voice when writing for them.

Al explained that all the key Star Wars characters could be categorised as archetypes such as the Mentor (Yoda), the Herald (Princess Leia), the Sidekick (Han Solo) and the Icon (Obi-Wan Kenobi). Applying this categorisation to our clients was illuminating – we could immediately see that if a company aspires to be a mentor brand then its tone of voice must be knowledgeable, showing its customers where they need to go and helping them get there.

It was a simple yet suggestive way to approach brand personality, and the use of Star Wars made it memorable; I for one have already put it to good use. Al also sent us away with a great reading list, to help us think further about story, character and language. Give that man a lightsaber.

Stories at Work took place at the Free Word Centre in Farringdon and was the latest in our series of Trade Secrets workshops.

Jill Hopper is a freelance writer whose clients include EY and Unilever. She is a Fellow of the Royal Society of Arts and is currently working on a book that blends biography and memoir.

 

Tagged under:

Leave a Reply

Latest 26 Facebook

1 day ago
26 presents John Simmons in conversation with screenwriter, Rob Williams

It's your last chance to get your tickets for tomorrow's event. It's going to be a good one - rockstar writer Rob Williams chats to John Simmons about getting your words on screen. ... See more

Back in 2008, Rob Williams gained one of only eight places on the BBC Writers’ Academy, run by John Yorke. His success there led to writing scripts for BBC dramas like Eastenders, Holby City, ... See more

LIKE
LOVE
HAHA
WOW
SAD
ANGRY
1 week ago
26 presents John Simmons in conversation with screenwriter, Rob Williams - 26

Want to find out how to get your words on the screen?

Back in 2008, Rob Williams gained one of only eight places on the BBC Writers’ Academy. He's written scripts for BBC dramas like Eastenders, ... See more

Back in 2008, Rob Williams gained one of only eight places on the BBC Writers’ Academy, run by John Yorke. His success there led to writing scripts for BBC dramas like Eastenders, Holby City, ... See more

LIKE
LOVE
HAHA
WOW
SAD
ANGRY
« 1 of 11 »

Latest 26 images

26 Screenshot by Lara Muth
I live at number 26, and this is my bin!  Rebecca Thomas
Captured in Venice by Elen Lewis
26-jane
Distance markers on a disused railway in East Sussex. The Cuckoo Line.  By Tony Linkson
Distance markers on a disused railway in East Sussex. The Cuckoo Line.  By Tony Linkson
Distance markers on a disused railway in East Sussex. The Cuckoo Line.  By Tony Linkson
Spotted by Marin Lee at the Serpentine in Hyde Park
Spotted in Copenhagen by Helen MacKinven.
Spotted on the airfield of Tivat airport in Montenegro by Martin Lee
I took this picture in a fabulous vegan and raw food restaurant in Turin - Ezri Carlebach
Spotted in Capri by Laura Hunter
Woods near Jouqueviel, Midi-Pyrenees, 10 minutes after I had told my walking group about 26. They gave me a funny look. By David Mathews
Image by Ed Pritchard
Image by Lydia Thornley in Krakow
Spotted in Belfast by Jonathan Holt
From Christmas travels in Krakow by Lydia Thornley
Night time lamp from Christmas travels in Krakow by  Lydia Thornley
Daytime lamp from Christmas travels in Krakow by  Lydia Thornley
26 Venice Street, Mornington, Australia by Aimee Chalmers
Spotted near Lavigny, Switzerland. Image by Linda Cracknell.
Spotted in Leipzig by Angus Grundy. ‘A gorgeous prize-winning renovated 1930s Art Deco villa.’
26 on a wheelie bin in Godalming - Andy Hayes