In a captivating discussion, Greg Logan, founder of Narrativity and author of 'Creating a Blockbuster Brand', reveals how Hollywood storytelling can elevate brand narratives. He discusses the universal appeal of the Hero’s Journey and outlines three key storytelling rules. Greg emphasizes the importance of emotional connections in branding, sharing his four-day process to help businesses craft unforgettable stories. Learn how to avoid the 'we're amazing' trap and define your brand's quest for impactful engagement.
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volunteer_activism ADVICE
Begin With Audience, End With What You Do
Start messaging with the audience, not your features; audience-first thinking yields stronger quests.
Let the 'what you do' line naturally fall into place after defining who and why.
volunteer_activism ADVICE
Wordsmith The Quest For Emotional Punch
Iterate wording until the quest feels emotional, simple, and compelling; small tweaks change impact.
Drop redundant words and prefer verbs like 'empower' or 'enable' to sharpen the line.
volunteer_activism ADVICE
Banish Buzzwords From Brand Language
Ban corporate cliches and overused words (trust, journey, authentic) from messaging.
Show proofs and behaviors instead of claiming abstract virtues like 'trustworthy' or 'authentic'.
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What if your brand could capture attention like a Hollywood blockbuster?
In this episode of The Futur Podcast, Chris Do sits down with Greg Logan—founder of Narrativity and author of Creating a Blockbuster Brand—to unpack how the world’s most successful movies can teach us how to tell unforgettable brand stories.
Greg explains why the Hero’s Journey works every time, how to define your brand’s quest, and why storytelling—not facts—drives human decision-making. He also shares his four-day process for helping companies transform from forgettable to unforgettable.
Whether you’re a creative entrepreneur, marketer, or business leader, you’ll walk away with practical storytelling frameworks that help you stand out, connect emotionally, and build a brand people love.
What you’ll learn in this episode:
Greg Logan’s 3 rules of storytelling
How Hollywood formulas apply to brand storytelling
Why stories are more persuasive and memorable than facts
The Hero’s Journey explained (and how to adapt it for business)
How to avoid the “we’re amazing” trap in branding
Defining your brand’s quest and why it matters
Greg’s collaborative process for crafting blockbuster brands in just 4 days
Timestamps
(0:00) Three Rules of Storytelling
(1:05) Greg Logan’s Background & Narrativity
(2:28) What Hollywood Teaches About Branding
(5:03) The Hero’s Journey Explained
(7:35) Why Humans Are Wired for Stories
(10:20) Why Brands Misuse Storytelling
(12:28) Hollywood Formulas Applied to Business
(14:35) Why Founders Struggle with Their Own Story
(15:56) Greg’s Four-Day Branding Process
(16:36) Defining a Brand Quest
(17:52) Real Brand Quest Examples
(19:34) Emotional Clarity vs Jargon
(20:26) Chris Do’s Quest Example with Greg
(23:21) Helping Creative Entrepreneurs Create Their Future
(29:45) Genre, Enemy, and Superpower in Branding
(33:10) Building Stories Collaboratively with Clients
(38:00) Quests That Resonate with Audiences
(44:00) Chris Do’s Brand Quest Reframed
(49:10) Final Takeaways: Turning Brands into Blockbusters
The Futur with Chris Do 