Some of the most important techniques in great storytelling are hundreds, if not thousands of years old. But how can they be applied in modern brand storytelling?

It's that question we're answering with Gast贸n Tourn, CMO of Curio in this CMO Convo mini-series: Story Masters. In each episode, we dig into the most important techniques in literary theory, and how you can apply them to enhance your brand stories.

In this first episode, we take a look at two of the fundamental aspects of all storytelling: presenting ideas and concepts in fresh ways through defamiliarization. All while keeping your audience engaged through willing suspension of disbelief.

Listen to the episode and more

Key talking points

  • What is defamiliarization, and why is it important to your brand storytelling?
  • How to build willing suspension of disbelief, and why it's so essential.
  • Examples of these techniques in action in modern marketing.

About Gast贸n Tourn

Gast贸n Tourn is CMO at Curio, the app to listen to news and insights from the world's most trusted publications. Before Curio, he was CMO at Badoo Group (now Bumble Group), Emma 鈥 The Sleep Company and Appear Here. He also worked in marketing at Google across several international markets, from Brazil to the UK.

Gast贸n studied Communication at the University of Buenos Aires, completed an MBA program in Marketing at The Wharton School and a Master's in Creative Writing at Oxford University. If that wasn't nerd enough, he is currently studying for a Master's in Software Engineering at Harvard University, as he dreams of becoming a code poet.


Looking for more ways to enhance your storytelling skills? Our Storytelling Certified: Masters course is the perfect place, where you can learn effective frameworks to enhance your brand stories.

Got CMO stories (good and bad) to share? Join the conversation with a global network of CMOs and marketing leaders on the CMO Alliance Slack Channel.