How to give your brand the depth & presence of a protagonist people actually care aboutIN FIVE EASY STEPSWhy Most Brands Feel Flat (and How to Fix It) Think of your favorite character from a book or movie — the kind that stays with you long after the story ends....

Why your brand archetypes may not be the ones you think.AND HOW TO HELP YOU CHOOSE THEM WITH EASY TIPSIf you're familiar with brand or personality archetypes at all, it's most likely because you've at least heard of Carl Jung's 12 universal, mythic characters...

welcome to the new lore co. blogI'm Olimpia Martinotti, founder of New Lore — A content strategy agency that is rooted in the mind's insatiable hunger for compelling stories.With a background in molecular biology and award-winning fiction writing, I've helped...

welcome to the new lore co. blogI'm Olimpia Martinotti, founder of New Lore — A content strategy agency that is rooted in the mind's insatiable hunger for compelling stories.With a background in molecular biology and award-winning fiction writing, I've helped...

The Human Brain & StoriesIn the realm of content strategy and communication, storytelling is often hailed as the secret sauce that captures hearts and minds. It's the magic that can turn dry data into captivating narratives, and it's the glue that binds an...