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You think you're being all clever and original with your brand storytelling. In fact, you're not. From Shakespeare to Spielberg to Soderbergh, there are really only seven different types of stories, an Advertising Week panel hosted by TBWA suggested on Wednesday. The challenge becomes finding which one best suits your brand, and then telling it skillfully, believably and—if you're going to invite consumers to join in the story—extremely carefully.
TBWA's global creative president, Rob Schwartz, led the discussion, which was based around author Christopher Booker's contention, in his book Seven Basic Plots, that seven archetypal themes recur in every kind of storytelling.