Storytelling

It's often the characters we remember the most when it comes to the stories we love, which means it's essential that you think about the characters in your brand stories, and the roles they're playing in your narratives....

For many people, the best stories are the ones that we have an emotional connection to. Should the same apply with marketing? Gastón Tourn, CMO of Curio, certainly believes so....

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....

We're back with Gastón Tourn, as we dive into the big world of story structures and how to apply them in modern marketing storytelling....

More than just "start, middle, end", or googling "three-act structure", thinking hard about how your marketing stories are structured influences how your audience engages and journies through them....

Some storytelling techniques have stood the test of time (some of them are thousands of years old), so why shouldn't they be applicable in modern marketing storytelling?...

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?...

With society, business, and technology constantly evolving, what will brand storytelling look like in the future, and how can marketing leaders and CMOs keep pace?...

A brand's purpose and values have become increasingly important to both consumers and B2B customers. But this importance has led to many brands attaching themselves inauthentically just for the purposes of good press....

Gastón Tourn, CMO of Appear Here, joined us again to talk about keeping your messaging and storytelling focused on human beings and how your brand impacts them. He calls this your "micro-level brand purpose" and you can read all about what we discussed below....

Predicting the future is never easy, but we give it a good effort with Lorena Morales, Director of Global Marketing Revenue Operations at JLL, as we examine what elements of good stories will remain constant in marketing, and how technology and culture might change how we tell them....

Gastón Tourn, CMO of Appear Here, says your "micro-level brand purpose" should be the real core of your brand messaging, positioning, and storytelling. Discover what that means for you....

It’s important to pay attention to customer feedback, but how can we use that feedback to solve customer problems? By being the voice of the customer....

Rob Willey, as CMO of sports beverage brand Cheribundi, knows all too well what it's like competing against titanic brands. Find out how he's choosing his battles....

What is it about some brands that create cult-like devotion from customers? That's a question we're tackling with Dan Cobb, Chief Strategy Officer and CEO of Daniel Brian Advertising, as we examine how and why customers can become "irrational advocates" for brands, and what this means for CMOs....