Woman choosing to take a light path or a dark path in a forest. Concept of pivots in brand storytelling.
| |

From plot twist to pivot. When to change the story (and how to tell it mid-flight)

ByJohanna

You’re allowed to change the story. The question is: can your audience follow it? The myth of the masterplan Every brand loves a tidy origin story. It starts with a flash of insight. Maybe a garage or a heartbreak. Some grit, a little grace, and a perfectly timed market need. The narrative rolls out like…

A blackboard with the word "repurpose" and a magnifying glass representing content repurposing in marketing.
| | |

Stretch, multiply, repeat. Scaling your content without losing your voice

ByJohanna

If you only say it once, did you ever really say it loud enough? There’s something oddly appealing about the “start fresh” mindset. Like if you aren’t bleeding over your keyboard or rebuilding your strategy from scratch, you’re not a real creator. But! Originality is overrated. What matters more in 2025 and beyond is sustainability….