Lately the role of narrative in advertising and branding is getting a lot attention. This is a natural progression as brands struggle with the need to create content and conversation in the digital world instead of broadcasting a benefit driven message through the airwaves. Social media, games, and digital experiences all seem to make more sense when driven by a story.

Earlier this year, I began screenwriting. Like many who endeavor to accomplish this, I had an idea for a story that I felt just needed to be told. The experience led me to a few realizations: story is just as important to brands as it is to film, stories have always been one of the most important way humans communicate, and all stories begin in the same place — with a hero.

So, this post is all about asking the question, “Who is your brand's hero?”

Many brands will try to convince you that the brand itself is the hero. The recent work for Allstate, starring Dean Winters as “Mayhem” is a great example of this. Mayhem rears its ugly head and Allstate saves the day.