Create ideas using: Fairytale

Why use a fairytale format instead of a regular brand story?

Because fairytales are archetypal. Everyone knows the structure: problem, journey, solution, transformation. Using fairytale format automatically makes your brand story feel epic and meaningful. People drop their rational defenses with fairytales because they know they're entering story mode. That permission is powerful. Plus, fairytales are memorable in ways normal narratives aren't. The symbolism sticks.

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How do I use fairytale format without feeling corny?

Own the magic as metaphor. A fairytale isn't literal; it's symbolic. When you use fairytale structure, you're expressing abstract benefits through concrete symbols. A lonely princess finds her prince (person finds community). A curse is broken by true love (suffering ends through connection). Make the metaphors strong and clear. The brand becomes the magic force that makes transformation possible. When done right, fairytale campaigns feel timeless.

Example: How it could look

A community platform could use fairytale structure: show someone isolated (like a locked tower), then a journey to find others, then a castle full of connection. The fairytale shows what the platform makes possible: transformation from isolation to belonging. The brand is the magic that enables the journey. It's not about the literal product; it's about what the product makes possible in fairytale terms.

Or like this:

Why is Fairytale a great technique?

Fairytale campaigns work because they use archetypal structure to make brand transformation feel epic and memorable.

Uses universal narrative structure everyone knows

Lowers rational defenses through story mode

Makes abstract benefits concrete and symbolic

Sticks in memory through timeless structure

The strongest fairytale campaigns don't try to be realistic—they embrace the magic as metaphor. When the fairytale structure reveals what the brand makes possible, the campaign becomes unforgettable.

! When not to use the Fairytale Technique

When the fairytale structure contradicts what your brand actually does. Also skip it if the symbolism is unclear—if people can't understand what the fairytale metaphors mean for the brand, the campaign is just confusing.

Technique first described by www.deckofbrilliance.com

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