In this episode of the Deep Leadership Podcast, I sit down with Tony Butler, the founder of the digital marketing agency Can-Do Ideas and the creator of the Primal Storytelling content system.

Tony is a highly-regarded expert in brand storytelling and digital marketing, and his unique background as a West Point graduate and combat veteran brings a unique perspective to the field.

At the beginning of the episode, Tony discusses his transition from a company commander in the US Army to a brand storytelling expert. He explains how his experiences leading soldiers in combat helped him understand the importance of clear communication and building a strong sense of community.

Tony then delves into the topic of primal storytelling, explaining what it is and why it’s so important for brands. He argues that by tapping into our primal instincts and emotions, brands are able to create a deeper level of engagement and loyalty with their audience.

One of the key elements of primal storytelling, according to Tony, is the use of archetypes. These universal characters and themes have been present in storytelling throughout history and allow brands to tap into the collective unconscious and resonate with their audience on a deeper level.

Tony also points out the common mistakes that brands fall into when it comes to storytelling, such as being inauthentic or failing to understand their audience. He also talks about the importance of tribes and how brands can create a sense of community and belonging among their customers.

Throughout the conversation, Tony also mentions a few brands that have successfully implemented primal storytelling in their branding, such as Harley-Davidson and Apple. He also shares his formula for successful primal storytelling, which includes the use of archetypes, symbols and metaphors, and a clear and authentic narrative.

Finally, Tony discusses the role of leaders in digital marketing. He argues that leaders should have a clear understanding of their audience and be able to communicate effectively with them. They should also be able to create a sense of community among their employees and customers and be able to inspire them to take action.

Overall, this episode offers valuable insights and practical strategies for how to use primal storytelling to build a strong and loyal brand. Tune in to learn more about how to elevate your brand’s storytelling game and connect with your audience on a deeper level.

Show resources:

Primal Storytelling: Marketing for Humans book

Primal Storytelling website

Time Stamp:

01:15 Tony Butler’s transition from Company Commander to Brand Storytelling expert and Digital Marketing
05:47 What is Primal Storytelling?
12:19 Mistakes that most brand fall into?
20:20 What are tribes? Why are they imprtant?
22:17 Companies that understands Primal Storytelling
25:35 Primal Storytelling formula
29:47 What should the leader’s role be when it comes to digital marketing?

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