How to create impossibly imaginative brand stories

You probably already tell very realistic tales about your brand. Telling much more imaginative brand stories about it – science fiction, fantasy, even horror ones – can unlock very important truths about it too. That’s because those kinds of stories reveal different kinds of truths in different ways. Let’s start by understanding what those truthsContinue reading “How to create impossibly imaginative brand stories”

Talking brand storytelling

So I’ve been podcasted – many thanks to Andy from SiteVisibility, who had me on their Internet Marketing Podcast to chat about brand storytelling. Once you start talking about brand storytelling, it’s hard to stop. We discussed how to give your brand a compelling personality, tell it as a gripping story and show your customersContinue reading “Talking brand storytelling”

How dark archetypes can help you fix your brand

People often use archetypes when they’re talking about brand personality or pinning down a tone of voice. They can be very helpful indeed – but, like everything, they have a dark side. Every heroic brand archetype is balanced by its villainous opposite. Those dark archetypes are just as useful when you’re thinking about your brand.Continue reading “How dark archetypes can help you fix your brand”

No brand’s a hero

For various reasons, the whole narrative branding thing has popped back into my head lately. As someone who’s been intimately involved with brands, worked in feature film development, and written much fiction, it’s something I’ve thought about quite a lot, over the years. One of the things I’ve noticed is that people tend to wantContinue reading “No brand’s a hero”