In this episode of “Happy to Chat” Jesse and I explore why storytelling matters even more now that AI can generate content instantly. Some highlights:
– Ricoeur’s philosophy: narrative is what makes time meaningful
– Comedy in brand storytelling — rare in B2B, more common in consumer ads
– Wendy’s “Where’s the beef?” as a classic differentiation story
– Why big tech brands avoid humor in their marketing
– The 12 brand archetypes, and the customer as hero
– Archetypes in action: Salesforce, Harley-Davidson, Liquid Death
– AI makes skilled writers more essential, not less
– Every business has a story, intentional or not
– Perception and word-of-mouth, illustrated by “The Odyssey”
– Storytelling abhors a vacuum” — even AI companies get a narrative by default
– Archetypes map to product categories; small brands can use them to stand out
– Examples of storytelling gone wrong
– Marketing as a blend of analysis and creativity
