Uri’s Journey

Uri’s classes are always the highlight of my learning at SCA, and I’m not just writing this because I heard he reads the SCABS and hope I can get in his good books. That’s only like, 20% of the reason. But seriously, Uri, if you are reading this—we’re not so different, you and I. I’m pretty much obsessed with how he seamlessly blends primordial mythology with Pop culture like it’s nothing. Hearing him discuss Oedipus Rex and then drift into Coca-Cola brand positioning a few minutes later almost tempts me to finish that PhD in post-modern culture. Almost…but to be honest I don’t think a career as a ‘TV historian’ is a promising path. And what do you know, Uri almost did a PhD too. Twins. 

There are also these fun facts he lays down which are, as he would say, a peach. I didn’t know that adolescence was a cultural concept invented in the 20th century, but it sounds like something I would know. I’m still a teenager (give or take a decade).  With all this cultural nuance, sitting in on one of Uri’s classes is a bit like listening to Slavoj Žižek, but a lot more coherent…obviously. 

What was my key takeaway from this specific class? Of course, it was the storytelling bit. How do we gaslight (I mean that in a ‘nice’ way) a community or audience into buying product (enter Adidas saying we’ve always been cool, or Pepsi trying to convince us they’re Coke for young people). Without the smoke and mirrors and boiled down to pure strategy, Uri almost makes it look… simple? 

Picture this: You’re scrolling through your social media feed, bombarded by ads left and right. Yet, amidst the chaos, one ad manages to grab your attention and hold it captive. What sets it apart? It’s not just selling a product; it’s taking you on a journey—a hero’s journey.

Get your brand to embark on a quest where they connect with their audience and then ‘something’ happens — does the brand change you or do they make you think you can ‘play a part’ in changing it? Take Apple, for example—they didn’t just sell computers; they revolutionized entire industries by challenging the status quo and daring to think differently.

And what about the ultimate transformation? Ah, yes—the climax of the hero’s journey where the protagonist emerges victorious, armed with newfound wisdom or achievement. For brands, this could manifest as a breakthrough product, a viral campaign, or a cultural movement that captures the zeitgeist. That got me thinking of Dove’s “Real Beauty” campaign—a seismic shift in beauty standards that empowered women everywhere to embrace their natural beauty.

And here’s how they get you: storytelling isn’t just about selling stuff—it’s about forging genuine connections with your audience. It’s about tapping into their hopes, fears, and dreams, and showing them that you’re more than just a brand—you’re a trusted ally on their journey through life.

Sounds dreamy! 


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