The 12 archetypes, minus the personality-quiz nonsense
Archetypes are useful because audiences already recognise them. They stop being useful the moment they become a decoration on a slide.
What shared meaning, identity or social code is operating?
Anthropology, semiotics, identity, language, rituals, fandom.
Five arcs, and how to tell which one you're actually in
Most brands claim the Hero's Journey. Most brands are in a different story entirely, and telling the wrong one is why the narrative never lands.
Why Caribbean stories carry differently
Culture in the region is commercial infrastructure, not decoration bolted onto a media plan.