Why the brain prefers a story to a fact
Stories are not decoration on top of information. They are the format the mind was built to process.
Storytelling for Brands
An international lecture series, rewritten as a working method. Eight pieces on why stories persuade, which arc you are actually in, and how a narrative survives contact with a sales team.
This series began as four sessions delivered to postgraduate and executive audiences on the Digital Strategy Certificate. It covers the psychology of narrative, the arcs and archetypes that audiences already recognise, the construction of a strategic narrative and brand pyramid, and the distribution models that decide whether any of it is ever seen.
Read it in order for the full argument, or start with what story intelligence is if you want the framework first.
Start here
The rest of the series
The three chemicals doing your brand's persuasion
Five arcs, and how to tell which one you're actually in
The 12 archetypes, minus the personality-quiz nonsense
Why before what: the Grounding Pen test
Building a strategic narrative that a sales team can repeat
Hero, Hub, Hygiene is a budget model, not a content calendar
From social graph to interest graph: targeting after the feed
The lenses this series uses
What does the body notice, remember, desire or avoid?
What shared meaning, identity or social code is operating?
What does the evidence show, and where is the measurement lying?
What happened, who benefits and what is missing?
What must the audience understand before it can decide?
How does delivery, ritual, spectacle or charisma change belief?
How do stress, reward, arousal or safety shape action?