Brand identity & emotion – Narrative Spin

The 2026 marketing trend no one saw coming: Joy as strategy

By 07/12/202505/12/2025

The case for joy. Rebellion in soft clothing Urgency is brittle. Joy is renewable. What joy as strategy actually looks like 1. Designing for emotional lift 2. Surprise and delight as brand currency Joy as KPI Did it spark delight? If so, it deserves to ship. Micro-case studies (Joy in the wild) Marimekko’s 2025 collaborations…

Brand identity & emotion | Mythic marketing | Storytelling in marketing

Mythic marketing. What story-driven marketing misses when it forgets the Gods

By 16/11/202511/11/2025

Myth used to mean something The flatlands of Brandland Think like a myth maker, even in a funnel The North remembers. Nordic brands channeling myth Write a myth, sell the shift The Gods are not gone. They’ve been rebranded

Brand identity & emotion | Storytelling in marketing

Dark stories for light brands. Why soft aesthetic needs tension, not just tranquility

By 09/11/202509/11/2025

The power of darkness in narrative Contrast, the memory mechanism of story Case studies. Brands that let the shadow in & Other Stories Allbirds. The end is just the beginning Selvyt How to weave tension without tearing the aesthetic The gentle confrontation. Add emotional honesty to your soft brand The quiet descent. Build tension through…

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