Narrative
Tells stories, creates narrative. Engages through plot.
Archetypes
1✓ What to do
• • Build stories • Create characters • Use dramaturgy • Engage emotionally
✗ What to avoid
• • Don't drag on • Avoid complex plots • Don't lose meaning • Don't forget the goal
Example Phrases
"The story began 10 years ago when one entrepreneur..."
website"Imagine: Monday morning, you wake up and..."
email"It was an ordinary day. Until he tried our product."
adApplication Contexts
website
9/10
About the company
email
9/10
Case studies
advertising
8/10
Story-driven campaigns
Brand Examples
Airbnb
TravelИстории путешествий
Warby Parker
EyewearИстории клиентов
TOMS
FootwearСоциальные истории