Zombies coming for a runner in the woods. A visual metaphor for story-driven marketing.
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Run for your brand. What Zombies, Run! can teach us about motivating action through story

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Welcome to the apocalypse (It’s branded) What makes story move people? (Literally and metaphorically) Anatomy of a story-driven behavior trigger Story element Marketing parallel Clear stakes (zombies) Problem agitation: what happens if they do nothing? Progress tracking (5K prep) Milestone mapping: visible transformation Sound design, audio characters Immersive brand voice: make it feel like a…

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…

Storytelling that moves and lands. A visual breakdown of the arc behind memorable stories: tension, turning point, transformation. Communication meets craft.
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No more content without shape. Storytelling needs arcs

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What is an arc? Let’s get literal for a second Arcs in the wild. Real examples across media Why brands should use arcs (even in micro-moments) The arc is how we move an idea through resistance. Without resistance, there is no shape. Without shape, there’s no story. What an arc is not What happens when…

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…