We've covered the goals of good marketing stories. We've taken you through the importance of structure in stories.

But, you know what a good story (marketing or not) needs? Characters.

That's why in the third chapter of Story Masters, we sat down with Gastón Tourn to discuss the literary theory behind character roles, and how that can shape your approach to brand storytelling.

Who should your protagonist be? What's an antagonist, and do you need one? And can your brand be a character?

We cover all this and more in our new episode.

Listen to the episode and more

Key talking points

  • Who the protagonists of your brand stories should be
  • The importance of an antagonist.
  • Brand personalities: dos and don'ts.

About Gastón Tourn

Gastón 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 – The Sleep Company and Appear Here. He also worked in marketing at Google across several international markets, from Brazil to the UK.

Gastón 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.