From pauper to prince , or even the classic pattern of the American Dream , the rags-to-riches archetype is well known . Brands will often leverage their own story or even a founder ’ s story within this theme .
RAGS TO RICHES
The Oprah brand and Wendy ’ s are two more founderdependent rags-to-riches stories . Gatorade also uses the archetype for its Rise Up and Greatness is Taken stories .
REBIRTH
Two brands that use the rebirth theme well are The Salvation Army ’ s Red Kettle campaign ( now 123 years old !) and Prudential ’ s Day One campaign .
Doctor Who may be the best modern user of the rebirth archetype . The 50-year-old series relies on a familiar pattern : 1 ) the hero or heroine is threatened , 2 ) the threat looms large , 3 ) the protagonists are imprisoned by the threat , 4 ) all seems lost , 5 ) at last , redemption , which often requires an about-face by the hero .
Prudential ’ s Day One campaign asks people to photograph their first day of retirement / rebirth .