Working with your archetypes is like tapping into a superpower. Archetypes are universal symbols used in myths and storytelling through the ages and across cultures. The were conceptualised by Carl Jung, who identified these patterns of behaviour in our collective unconscious.

Our lived experience is becoming more digitised by the minute, but books aren’t going anywhere. Books are one of the earliest forms of technology. A Buddhist text called the Diamond Sutra was the first book produced in Ancient China, 868 CE. Ironically, books are one of the most undervalued forms of technology today.

I'm not actually a bookshop owner. But in another life - my other life! - I am. At some point, around age 10, my world split and a pair of dual realities began running on parallel tracks. I'm having a Gwyneth Paltrow in Sliding Doors moment as I pen this.

Storytelling for brands is the art of crafting a story that creates connection and engages customers on a deeper level. But it’s more than just a personality-laced narrative; the right brand narrative can increase your brand’s reach, impact and boost your revenue 20-fold.

There’s a lot of buzz about storytelling for brands these days, more so than ever before. Like the avalanche of content that rolls down millions of screens every day, storytelling for brands has evolved to become a pertinent part of the modern-day marketing strategy. Welcome to the era of the ad that never ends.

I tend to be a bit wordy when it comes to writing copy; a teacher once said my copy in an essay was ‘too flowery’. I’m always going to be about those word flowers and the heady fragrance they create when you read them. Swoon! But one thing I’m loving about this year’s client work is that the briefs are calling for short, punchy copy. I’m learning about restraint, tightening copy for specific brand tones and going for impact with clear call-to-actions. There’s no time for messing about with long, decorative story in 2020; but that doesn’t mean it can’t be interesting and atmospheric. It just takes a little extra thought to keep it short. 🥊