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…

A whimsical image of a woman making the fool's leap of faith, embodying the untamed energy of The Fool's Journey in brand storytelling.
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What if your brand isn’t a Hero but a Fool? Rethinking the arc with Tarot’s wild card

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Opening the gate. The Fool, not the Hero The Fool’s Journey: a (brand’s) walk through the Major Arcana Case studies: brands that embrace the Fool Oatly: absurdity as strategy Monzo Bank: naïvete as transparency Bereal: anti-curated authenticity Startups in Beta Mode: constant Fools The Fool in your funnel. Surrender as strategy Launching Rebranding Experimenting 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…