Joy as the original UX design The optimization hangover Rethinking the brief: from hook to lift Joy as compass Choose joy in the design process The strategic imperative of joy
Myth used to mean something The flatlands of Brandland Think like a myth maker, even in a funnel The North remembers. Nordic brands channeling myth Write a myth, sell the shift The Gods are not gone. They’ve been rebranded
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…
You thought this would be linear, didn’t you? The small reflect the whole Once upon a glitch in the algorithm And then…? Choose your re-entry We end where we didn’t begin
Control, but make it cinematic The power of shared myths The cult blueprint. How brands engineer devotion 1. Sacred symbols & rituals 2. Indoctrination through language 3. The Gatekeeper Effect 4. Manufactured identity 5. Rituals over transactions The ethical panic button (but not really) Now, watch it work It’s your turn
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…