The Story's conflict is the opposites and counterparts of a brand. It starts at the transcending message of a company’s core story. Every brand story shall include a level of conflict between the brand and its opposites and counterparts. What does the company stand for, and what it fights for to help its customers to thrive? Without a conflict, there is no story, and there is no meaning for that core message. In the context of branding, the conflicts are the obstacles customers want to conquer. Thus, a brand supports its consumers in the pursuit of their aspirations.
It is the conflict that creates the dynamics of a good story. The Story conflict is the barrier that the hero seeks to overcome to achieve the goal. Through this conflict, A brand can make its stand while expressing its core values simultaneously. Effectively, building contrasts and opposites are just like the battle between positive and negative experiences, sweet and sour, or fun versus dull. However, in business, a conflict is not necessarily a negative thing. Instead, it is the mechanism for creating a distinctive brand. American movies over the years often used the good and evil conflict plot template for entertainment purposes
The Story's Conflict Examples
It is difficult to imagine a great film like Jaws without a hungry white shark, Superman without kryptonite, or the tale of Little Red Riding Hood without a fierce wolf. The teens would have had a wonderful summer at the beach, Superman would not have had a concern about the world, and Little Red Riding Hood would visit her grandmother and then go home. Boring and predictable events would not matter for anyone! No one would pay to watch a boring movie without conflict, and a fight between the good and the evil forces and goal never accomplished. Conflict is the motivating force of a good story. No conflict, no story. When faced with a problem or a conflict, the audience instinctively seeks to find a solution. The Story's conflict forces people to act. The characters must be challenged to take action because human beings do not make significant life decisions unless something challenges them.
In the classical fairytale story template, conflict expresses itself as a battle between good and evil: the hero versus the villain. The struggle between good and evil communicates the narrator’s perspective, communicating their values and message to the audience. In brand storytelling, conflict is not harmful or a bad thing. On the contrary, it is a fundamental premise that the narrator can express their perception of right and wrong.
Once a marketer decided on a possible transcending message for the brand core story, the next step is to assess the level of conflict within that message. How big a difference does a brand cause make, and what is it fighting to accomplish or help customers solve their problems?
The Story's conflict: Opposites and Counterparts of a Brand
Developing
a conflict is about defining two opposing forces or even more. For example, determining
the complete opposite of a brand helps explain the brand’s core story. Here are
a few examples:
- Apple: Inclusion, diversity, and privacy ><Anonymous uniformity
- Nike: The will to win, inspiration, and innovation >< Losing
- LEGO: Creativity, imagination and learning >< Passive entertainment
- Virgin: Insatiable curiosity >< Business as usual
- IKEA: Cost-consciousness >< Design luxury for the few elite
- Harley Davidson: The excitement of freedom >< Boring daily routines
Without the story's conflict, it is challenging to build and maintain a strong core story. If what a brand story is fighting for constitutes customer needs that have already been met, there is no solid adversary to drive the story forward. The world might say we would not need Nike if we were all born athletes winners. Marketers need to reassess purpose and where their brand is heading. Dreams make a good motivator in a core story. Harley-Davidson is selling a dream; Harley-Davidson’s concept of freedom contrasts with the norms that society places on people and the obligations that follow. The Harley-Davidson conflict lies in Life on the open road versus the straightjacket of “normal” life. The conflict lies between freedom and routine daily activities, which appeals to much a symbol of Americana as Coca-Cola, Pepsi, all who believe in the American Dream. Harley-Davidson is like McDonald’s, and burger king in being part of the culture of society.
The Story's Conflict Generator
Stories happen to characters, but they are about the
problems and flowing events that story characters must face. Problems and struggles
between the opposing forces are the elements that create conflict. When conflict
becomes dangerous, it generates more suspense in its nature. Conflict implies
adversaries. These opponents may be external or internal. They may be living
beings or forces of nature. The risk and danger associated with the problems
and flaws are what the audience cares about and wants to know. Characters must
have an interest in the outcome of their struggles. They must have something at
risk for which they struggle. There must be some danger to characters. This
danger need not be physical. Threat to their motions, their reputation, or
their self-image is every bit as valid and exciting. Suppose characters risk
nothing, face no danger, and have nothing to lose. In that case, the audience
will never feel compelled to stick around to see how the story comes out conflict.
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