Weak brands make themselves the hero. Strong brands make the customer the hero and play the guide. Pick a brand, then walk the seven stages of its story — or hit play and watch it unfold.
The rule: if your brand is the hero of your own ads, the customer has no role to play. Give them the starring part.
↑ Switch brands · ↓ click any stage
Chapter 10 toolkit · Brand Story Arc — build the customer-as-hero narrative before you write a word of copy.