Brand storytelling with case studies from @ashi.branding
The creator challenges the 'start with your why' marketing principle, proposing brands should 'start with their villain' instead. She explains that a villain creates conflict, which is essential for memorable storytelling. She then breaks down this concept using three case studies—Odd Muse vs. fast fashion, Flamingo Estate vs. earned pleasure, and Oatly vs. corporate wellness—to illustrate how defining an enemy makes a brand magnetic. She concludes by offering a free playbook via a comment CTA to help viewers apply this strategy.
Creator: @ashi.branding on TikTok
Transcript
Everyone says start with your why, but that's terrible advice. Don't start with your why, start with your villain. This is day three of thirty days showing you how to tell unforgettable stories through your content. Great stories need conflict. Without something to push against, your mission is cute better forgettable. Your villain is the broken system you exist to challenge. Our muse aren't just selling elevated basics. They're an antidote to fast fashion's disposable culture. They're building
Topics: Brand Strategy, Marketing, Content Strategy, Branding
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