Arthurian Legend and the 'Secret Sauce' Of Using Mythology to Amplify Your Influence

The sword in the stone, the quest for the grail, the battle for Camelot. The Arthurian myth is a treasure trove of powerful metaphors for modern marketing.

Just like the sword Excalibur, a strong brand is a symbol of authority and leadership, it represents the values and ideals of the organization and aligns the actions of all its members.

And the quest for the grail, it symbolizes the importance of having a clear and meaningful purpose, a reason for being that goes beyond profit. It's the search for something transcendent, something that will bring fulfillment and satisfaction to both customers and employees.

But the battle for Camelot, it reminds us that the path to success is not always easy, it requires courage and sacrifice, it's a test of character. A brand that can withstand the test of time, that can navigate the challenges of the market, is a brand that will be remembered and celebrated.

The Hero's Journey

Of course, the The Hero's Journey, a term made popular by Joseph Campbell, is the foundation of mythmaking. It's a narrative structure that describes the typical journey of a hero in many myths, stories, and films.

By understanding the stages of the journey, we can craft tales that connect on a deeper level. There are many versions of the hero's journey. This is the version outlined by Joseph Campbell, includes the following steps:

1. The Ordinary World: The hero begins in a familiar, everyday world. This is the world as it is before the adventure begins.
2. The Call to Adventure: The hero is presented with a challenge, a problem, or an opportunity that calls them to leave their ordinary world and begin their adventure.
3. Refusal of the Call: The hero may initially resist the call to adventure, but eventually, they accept it.
4. Meeting the Mentor: The hero meets a mentor or guide who helps them prepare for their journey and provides them with special knowledge or tools.
5. Crossing the Threshold: The hero leaves the familiar world and enters the special world of the adventure.
6. Tests, Allies, Enemies: The hero faces a series of tests, allies and enemies that help them develop the skills and knowledge they need to succeed.
7. Approach to the Inmost Cave: The hero reaches a crucial moment or place where they must confront their greatest fear or challenge.
8. Ordeal: The hero faces their ultimate test, often at the hands of their greatest enemy.
9. Reward (Seizing the Sword): The hero emerges victorious and receives a reward or the object of their quest.
10. The Road Back: The hero begins the return journey to their ordinary world.
11. Resurrection: The hero faces one final challenge, often a physical or emotional test of their newfound understanding.
12. Return with the Elixir: The hero returns to the ordinary world, bringing with them a newfound understanding, wisdom, or power that will benefit the community.

Archetypes

But the hero's journey is just the beginning. The use of archetypes is also crucial for creating stories that resonate.

The hero, the mentor, the trickster, the shadow, these archetypes tap into deep-seated psychological patterns that we all relate to.

And the same goes when defining a powerful brand. Associate it with one or more of the Jungian archetypes and ensure all your messaging adheres to that archetype. Doing that will create consistency and engagement with your ideal audience.

• The Hero
• The Caregiver
• The Magician
• The Innocent
• The Sage
• The Outlaw
• The Lover
• The Jester
• The Regular Guy/Girl
• The Explorer

In a world where we're bombarded with messages, mythmaking is the secret sauce that makes your brand stand out. It's the key to creating stories that connect, that inspire, that move people to action.

By using the powerful metaphors from the Arthurian myth, we can create a narrative that resonates with audiences on a deeper level and aligns with the values and ideals of the organization. Remember, a brand without a story is just a product, but a brand with a story is a legend."

Excalibur as a Powerful Metaphor

As we know, Excalibur, the sword of King Arthur, is more than just a weapon. It's a symbol of power and influence. A reminder that the right tool, wielded with skill and purpose, can change the course of history.

Here are five things that Excalibur can teach us about the power of authentic influence:

1. Clarity of purpose: Excalibur was only able to be pulled from the stone by the true king, the one who had the clarity of purpose and the willpower to achieve it.
2. Authenticity: Excalibur was a symbol of the true king's authority. It was a reflection of his character and his values. In order to exert influence, we must be true to ourselves and our message. Authenticity is the foundation of trust and respect. The term, being our 'true selves', is popular at the moment and for good reason. When we shed our ego and agenda, we truly connect with our heart. And when we connect with our hearts and embody a fifth dimensional state of consciousness, we tap into the infinite power of love and abundance.
3. Responsible use of power: Excalibur was a powerful weapon, but it was not used recklessly. King Arthur wielded it strategically, using it to defend his kingdom and promote justice. In the same way, we must use our influence judiciously, focusing on the long-term good rather than short-term gain.
4. Empowerment of others: King Arthur used Excalibur to empower his knights and inspire them to greatness. In the same way, true leaders use their influence to empower others and create a culture of excellence.
5. Service to a higher cause: Excalibur was a symbol of King Arthur's commitment to a higher cause, to protect and serve his kingdom. In the same way, true influence is rooted in a sense of purpose and service to something greater than ourselves.

In the end, it's not about the sword, it's about the power within us. Excalibur serves as a reminder that we all have the ability to be a leader and to influence the world around us. We just need to believe in ourselves and tap into the power of our own inner strength.

So - as a mythmaker, where do you start?

Questions to Ask Yourself:

1. What message and feeling do you want your 'myth' to leave in the minds of your audience?
2. What Jungian archetype best matches with that message?
3. What myth can you write that addresses points 1 and 2 and also is relatable for your audience?
4. How can you write it in a way that emulates Joseph Campbell's Hero's Journey format?

About Us:

Kristina calls herself the CEO’s Merlin. She combines the worlds of business, marketing, and the esoteric helping CEO’s reconnect with their mission, and build thriving companies that impact humanity and a precise reflection of the founder's 'true' mission.

Kristina uses a combination of her sixth sensory insight, her 30 years of business and marketing advisory experience, energy psychology and cosmology tools such as Human Design, Gene Keys, and astrology. She offers a Genius Mapping and Divine Mission Blueprint sessions to help you get clear on the precise type of work you came here to do and the lessons you were designed to master in this lifetime.

Kristina is also an ex-direct response copywriter and copy chief, ex-digital marketer, serial author, and ex-chief Marketing Officer so she knows her way around the world of influence. She is author of numerous publications including Freelance Copywriter's Fast Track. Superconscious Genius, Intuitive Mastery, Consultants Secrets and more.

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