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

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…