{"id":84,"date":"2014-11-01T20:53:53","date_gmt":"2014-11-01T20:53:53","guid":{"rendered":"http:\/\/vcisf.com\/?p=84"},"modified":"2015-01-19T04:27:00","modified_gmt":"2015-01-19T04:27:00","slug":"7-steps-brand-story-structure","status":"publish","type":"post","link":"https:\/\/visualcreatives.com\/vcisf\/7-steps-brand-story-structure\/","title":{"rendered":"7 Steps of Brand Story Structure"},"content":{"rendered":"

This post is intended to introduce \u201cThe 7 O\u2019s of Story Structure\u201d<\/span>.<\/h3>\n

I will unpack each step of the story structure in separate posts.<\/p>\n

Everett\u2019s 7 O\u2019s of Story Structure<\/h2>\n
    \n
  1. Objective<\/span><\/a><\/li>\n
  2. Origin<\/span><\/a><\/li>\n
  3. Option\/Other\/Outlandish<\/li>\n
  4. Obstacle\/Opposition<\/li>\n
  5. Overcoming<\/li>\n
  6. Outcome<\/li>\n
  7. Observation<\/li>\n<\/ol>\n

    So, what is Story Structure?<\/h2>\n

    For some people it may be hard to believe that most of the great stories we love actually have structure. There is a plan behind what is unfolding on screen, or between the pages of a book.\n<\/p>\n

    While there is no \u201cformula\u201d for telling great stories there are some similarities between all great stories.<\/p>\n

    Why it\u2019s easy to think stories do not have structure:<\/h2>\n

    1) Great magicians hide the strings and mirrors.<\/span><\/h3>\n

    A true master of the writing craft masks structure in the same way a magician masks the strings and mirrors used to pull off their illusion. We don\u2019t want to \u201csee the strings\u201d of the storyteller any more than we will tolerate it from the illusionist.<\/p>\n

    2) Something done really well looks easy.<\/span><\/h3>\n

    Watch a professional basketball game, or football game. It\u2019s amazing what athletes can do. Watch Liberace play the piano. Watch Picasso paint. They make it look easy!<\/p>\n

    I watch masters of their craft, from Dave Matthews (musician)<\/span><\/a>, to LeBron James (basketball)<\/span><\/a>, to Vernon Davis (football)<\/span><\/a>, to David Fincher (filmmaker)<\/span><\/a>, and I think, \u201cI can do that!\u201d But in reality, they just make it look easy; like they aren\u2019t even trying.<\/p>\n

    3) We are so full eating donuts that we neglect to eat the broccoli.<\/span><\/h3>\n

    In the world of nutrition \u201cempty calories\u201d is the term for food that has little-to-no nutritional value. Eating a diet of donuts would fill our stomaches but deprive us of nourishment.<\/p>\n

    In the same way, we snack on movies and TV shows that are so heavy with special effects and amazing production values, yet are void of story. We were satisfied by the attractive stars and amazing explosions, and lulled into thinking that somehow there was a story there, even when there wasn\u2019t.<\/p>\n

    Every great work is planned.<\/h2>\n

    What makes some buildings, songs, stories, movies, paintings, and designs so amazing is the structure that is hidden inside the work.<\/p><\/blockquote>\n

    So\u2026 first, let\u2019s learn a structure for telling great stories; and then we\u2019ll learn when, how, and why to break it.<\/h3>\n
    <\/div>
    <\/div>\n","protected":false},"excerpt":{"rendered":"
    This post is intended to introduce \u201cThe 7 O\u2019s of Story Structure\u201d.<\/p>\n

    I will unpack each step of the story structure in separate posts.<\/h6>\n","protected":false},"author":2,"featured_media":85,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3,4,5,6,7,8,9,10,11,1],"tags":[12,13,14,15,16],"class_list":["post-84","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-archetype","category-brand-development","category-brand-identity","category-brand-storytelling","category-brandstory","category-content-marketing","category-creative","category-identity","category-story","category-uncategorized","tag-brand-development","tag-branding","tag-brandstory","tag-brandstory-structure","tag-identity"],"yoast_head":"\n7 Steps of Brand Story Structure - VCI| SF<\/title>\n<meta name=\"description\" content=\"Story Structure Brand personality identity archetype storybranding branding marketing uniqueness Everett Bowes brand story San Francisco brand development\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visualcreatives.com\/vcisf\/7-steps-brand-story-structure\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Steps of Brand Story Structure - VCI| SF\" \/>\n<meta property=\"og:description\" content=\"Story Structure Brand personality identity archetype storybranding branding marketing uniqueness Everett Bowes brand story San Francisco brand development\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visualcreatives.com\/vcisf\/7-steps-brand-story-structure\/\" \/>\n<meta property=\"og:site_name\" content=\"VCI| SF\" \/>\n<meta property=\"article:published_time\" content=\"2014-11-01T20:53:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-01-19T04:27:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visualcreatives.com\/vcisf\/wp-content\/uploads\/2014\/11\/7story-structure.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"467\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Everett Bowes\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Everett Bowes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/7-steps-brand-story-structure\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/7-steps-brand-story-structure\\\/\"},\"author\":{\"name\":\"Everett Bowes\",\"@id\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/#\\\/schema\\\/person\\\/052b782e77e36075bcab3d25e0c9d4ea\"},\"headline\":\"7 Steps of Brand Story Structure\",\"datePublished\":\"2014-11-01T20:53:53+00:00\",\"dateModified\":\"2015-01-19T04:27:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/7-steps-brand-story-structure\\\/\"},\"wordCount\":396,\"image\":{\"@id\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/7-steps-brand-story-structure\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/wp-content\\\/uploads\\\/2014\\\/11\\\/7story-structure.jpg\",\"keywords\":[\"Brand Development\",\"Branding\",\"Brandstory\",\"Brandstory Structure\",\"Identity\"],\"articleSection\":[\"Advertising\",\"Archetype\",\"Brand Development\",\"Brand Identity\",\"Brand Storytelling\",\"Brandstory\",\"Content Marketing\",\"Creative\",\"Identity\",\"Story\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/7-steps-brand-story-structure\\\/\",\"url\":\"https:\\\/\\\/visualcreatives.com\\\/vcisf\\\/7-steps-brand-story-structure\\\/\",\"name\":\"7 Steps of Brand Story Structure - 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