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The Connection Within the Story 

People are drawn to characters they relate to, characters they can remember, and in broader strokes, to lessons taught from beginning to end. The beauty of t...

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Episode 58: The Definition of Content Writing & How to Do it Right

We get a surprising number of inquiries in which people ask us, “What is content writing, exactly?” Even those who could give you a definition don’t al...

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The Sensitive Art of Tragedy in Marketing

As humans, we are drawn to stark images, what people refer to as “unexpected juxtaposition.” Quite often, tragedy contains this unexpected juxtaposition...

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The Delicate Balance of Humor in Advertising 

Of all the seven archetypes, comedy is the most difficult to pull off, but when successful, it has the potential to launch your brand awareness and mark your...

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Voyage and Return: When Experience Gained Betters The Hero

In today's installment of our 7 Storytelling Archetypes in Marketing series, we discuss the voyage and return archetype. In this story, the protagonist must...

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The Quest: Is it the Journey or the Destination?

The quest archetype is a dangerous or challenging journey the hero must undertake to acquire or destroy an important object or reach a destination. It’s on...

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The “Overcoming The Monster” Archetype

Overcoming the monster archetypes need a hero to battle an antagonistic force, save innocents, and thwart disaster. Of all the storytelling archetypes, this...

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