We’re back with Gastón Tourn, as we dive into the big world of story structures and how to apply them in modern marketing storytelling.

People want to feel emotionally engaged with brand messaging and content. To evoke those feelings, I advise balancing pathos with logos – the rational, logical side of your argument.

Marketing is fundamentally about forging human connections and relationships. What better way to achieve that than by structuring your brand storytelling around the archetypal character dynamics that have resonated across cultures and centuries of human storytelling?