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Telling Your Brand Story


Keaton’s character has a high-powered glamour job and lifestyle, but is caught up in a passionless relationship and a brutally competitive career. When an orphan baby (a distant cousin’s child) is dropped into her life, she loses her job and is forced, in desperation, to move to a farmhouse in Vermont. Keaton finds the house, the country, the baby, and the only single man in town, a veterinarian played by Sam Shepard, too alien for words. But little by little, she falls in love with the baby, the vet, and Vermont. She starts a business, but an Innocent business—creating natural, premium baby foods— called “Country Baby.” She feels avenged when her former company, impressed by her entrepreneurial prowess, offers to buy “Country Baby” and reinstate her to her former position. She is momentarily tempted to fall back into the rat race, but, in a moment of epiphany, chooses to return to Vermont, her baby, and her new love. Of course, the implicit message of this story is that a simpler, better, more fulfilling life is possible if you have the guts to throw away all of your prestige, power, and status for the real thing. Investment houses could tap into this pattern. For every highachieving Boomer saving for a future of private jets and luxury condos, there’s one who yearns for the luxury of being able to fish every day if he wants, to stay at home to be a full-time dad, or to become an inner-city elementary school teacher. The Interplay of Guides and Warnings Understanding the interplay of the guides and the warnings plays an important role in helping us to understand which story to use when. For example, the March of Dimes, in trying to communicate about the important work the organization is doing in genetic research, is considering both the positive and the “darker” stories that relate to reaching beyond customary boundaries. On the “dark” side, related stories fall into the category of Playing God, expressed in films like Frankenstein and The Fly—science so seductive that it leads human beings to overstep their circumscribed bounds and venture into the realm that rightly belongs only to the deities. But, on the positive side, the corollary to these urges, taken as a guide, shows how the healthy and appropriate reaching for success is the story of the Hero (who rescues the vulnerable ones), the Magician (who transforms

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype