Iron Man costumes at the Tony Stark base at the Avengers experience in Las Vegas.
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You are not the hero. Why brands need to step out of the spotlight

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Most brands write themselves into the story like they’re Iron Man. But no one likes a hero who won’t stop monologuing about their own brilliance. Especially when what your customer actually needs is a J.A.R.V.I.S. Narrative confusion or, how brands misuse the Hero’s Journey Enter the Mentor. The gift of StoryBrand (and its limits) Case…

A winding path, symbolizing transformation and inner movement. The scene evokes both journey and choice.
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Beyond the call. The Hero’s Journey as a marketing framework (that still works, sometimes)

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A story is never just about events. It’s about movement through change. That’s what makes it useful in marketing and why we still reach for the hero’s arc, even when it doesn’t quite fit. I. Campbell’s monomyth and the myth of universality II. Why the hero still (sometimes) holds III. When the arc breaks. Brands…

A man reading a book. Over the man's head all various storytelling genres, that should also be used in marketing to inform the brand story, tone of voice, and visuals.
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Genres aren’t just for books. How to choose your brand’s narrative style

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Your brand has a genre Genre, once understood, becomes a shortcut to coherence. It gives your brand tone, shape, rhythm and pace. It becomes the structure behind the storytelling; quiet, but deeply felt. What is a genre, really, and why does it matter for branding? Genre matters because it sets expectations, and expectations shape emotional…

Woman holding a mirror, but who is mirrored appears from behind
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Through the looking-glass. Storytelling beyond the known brand universe

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I. Prologue: The mirror that refuses to reflect II. Mirrorworlds and brand myths. What happens when you become too known III. Refract the light. How to break the mirror without shattering trust IV. Through the Heroine’s mirror. The journey after the journey V. An invitation. Step beyond the mirror

Sewing needle with red thread isolated on white background.
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The Quiet Rebellion. How to tell a brand story without a hero

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I. So who died and made the hero to center of every story? II. Why the hero model doesn’t always work anymore III. The roles that change everything The Mentor The Mirror The Thread The Setting The Ghost IV. The trust you build by stepping aside V. The Quiet Rebellion is already here

The Dark Night of the Soul can be scary for fictional characters, individuals, and brands alike, like the face of this ghost in the dark.
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The Dark Night of the Soul in marketing. Why you must break before you rebuild

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The collapse (welcome to the Dark Night of the Soul) The brands that had to break before they could rebuild IKEA’s sustainability pivot Nokia’s identity crisis & reinvention Lego’s digital expansion The turning point (why you must burn the old playbook) The rebirth (how to come back stronger than before) Burberry’s luxury reinvention Volvo’s safety…