The myth of “too short for story” What is a micro-arc? Micro-arcs that hit hard Rovio’s Angry Birds “Level Up” shorts Too Good To Go’s zero-waste surprise Notion’s dashboard demos Duolingo’s push notification LinkedIn carousel posts telling micro-stories How to build a micro-arc without losing the plot Where micro-arcs work best Arc is more than…
“Fail fast” left out the best part When story holds, confidence follows The midpoint reversal: where the plot actually begins How to fail like a storyteller Brands that story harder What to do next time you fail?
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…
The Grand Invitation. Winning hearts, not just clicks The art of the Slow Burn. Building anticipation in marketing Scandal and secrets. The power of intrigue in brand storytelling The Grand Betrayal. What happens when brands break trust Happily Ever After. The secret to lifelong brand devotion The invitation. Shall we begin?
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…
POV: You think you see clearly. You don’t. TikTok already knows this. Marketing doesn’t. The three POVs of marketing (and why two of them suck) 1st-person (the brand as the protagonist) – BAD 2nd-person (addressing the audience) – SOMETIMES BAD, SOMETIMES BRILLIANT 3rd-person (the storytelling POV) – POWERFUL Reverse engineering POV in your brand messaging POV: You just…
Why most content is the digital equivalent of wallpaper paste Where the Strange Attractor comes from (and why it works so damn well) A Strange Attractor is when you take something familiar and introduce a unique, unexpected twist – creating a concept that feels fresh yet instantly recognizable. Strange Attractors in marketing (or, what it…
The power of archetypes in branding The four power archetypes & how they shape brand identity The Queen: authority, elegance, and leadership Storytelling tactics for the Queen The Rebel: disrupting the norm and redefining the rules Storytelling tactics for the Rebel The Creator: innovation, imagination, and artistic vision Storytelling tactics for the Creator The Healer:…
The shift. What is a Call to Adventure in storytelling? CTA vs. Call to Adventure, what’s the difference? CTA Call to Adventure A CTA asks for a response. A Call to Adventure offers a transformation. “Subscribe to our newsletter” “Your brand’s next chapter starts here” “Get 10% off today” “Join a movement that changes the…
The decline of personal connection in marketing What makes a great brand love letter? 1. Authenticity: speak from the heart 2. Vulnerability: share the imperfect, not just the perfect 3. Emotional resonance: make them feel something 4. Personalization: make it feel like it’s meant just for them 5. Consistency: a one-time love letter isn’t enough…