Narrative
Tells stories, creates narrative. Engages through plot.
✓ 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."
ad
Application Contexts
9/10
website
About the company
9/10
email
Case studies
8/10
advertising
Story-driven campaigns
Brand Examples
Airbnb
Travel
Истории путешествий
Warby Parker
Eyewear
Истории клиентов
TOMS
Footwear
Социальные истории
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Archetypes
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