---
title: "Story Theory – Character – Experts on Brand Character and Story"
language: "en-US"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/tag/story-theory/"
content_type: "text/markdown"
---

### Tag: Story Theory



















###
			[
				What is Story For?			](https://ipa1ewmwkdvx8gk.onstatic.studio/2017/06/07/what-is-story-for/)





“The storytelling monkeys”—that’s an expression my partner Jim has used for years to describe what distinguishes humans from other animals. I always thought it was



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2017/06/07/what-is-story-for/)




			June 7, 2017

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###
			[
				Having an Enemy Is Not Enough			](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/12/14/having_an_enemy_is_not_enough/)





A friend who runs a very large brand asked me what I thought about the value of identifying an enemy, which seems to be a



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/12/14/having_an_enemy_is_not_enough/)




			December 14, 2014

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###
			[
				Politics, Story and the Sitcom Factor			](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/11/18/politics_story_and_the_sitcom_factor/)





So we’re having a little political intrigue in Portland, Oregon, home of Character LLC. It’s a sadly familiar drama. Apparently, our mayor, Sam Adams, had



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/11/18/politics_story_and_the_sitcom_factor/)




			November 18, 2009

			1 Comment








###
			[
				Brands That Outrun Their Own Story			](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/09/23/brands_that_outrun_their_own_story/)





We’ve been thinking recently about different kinds of brand stories, and particularly about whether there are some brands whose very success causes them to outrun



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2009/09/23/brands_that_outrun_their_own_story/)




			September 23, 2009

			4 Comments








###
			[
				Brand Characters Never Get Depressed			](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/10/30/brand_characters_never_get_depressed/)





We’ve been fielding a lot of calls over the last few weeks from folks wanting to spruce up their brand characters. Since we started our



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2008/10/30/brand_characters_never_get_depressed/)




			October 30, 2008

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###
			[
				The Story of Os			](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/02/19/the-story-of-os/)





More than 60 years ago, Cheerios were introduced to a cereal aisle far less abundant with choices than the one we know today. Cheerios …



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2006/02/19/the-story-of-os/)




			February 19, 2006

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###
			[
				Problems Worth Solving			](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/09/01/problems-worth-solving/)





Most new products are originally designed to serve a functional need. Marketers are brought in—often after the fact—and charged with fashioning a veneer…



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2005/09/01/problems-worth-solving/)




			September 1, 2005

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