All fairy tales take us down well-worn paths.
Down the yellow brick road. Into the rabbit hole. Through the enchanted forest. Across the seven seas. Until we reach Mordor. Oz. The climax. The culmination. To face our villains. To be our heroes. Trying to make sense of it all through the stories we learnt, and wrote, along the way. Guest starring the the story of life is not good enough. We want the spotlight. Here, immediately. Just like Dorothy, Rambo and Peter Pan.
Perhaps the only thing a brand has to remember about it's customers is to make them champions of now.