Bob's Your Uncle

Category Storytelling & Strategic Narrative Design

Most brands “tell stories.”
Very few tell stories that reshape the category.

That takes narrative design—built on tension, cultural truth, and a spine strong enough to carry a business.

1) Find the tension

What does the category pretend?
What do people actually feel?

2) Build the story spine

3) Create category myth-making

Your goal is to become the brand people cite when they talk about the category.

4) Validate culturally

If it isn’t true in the wild, it dies in the studio.

5) Execute the narrative everywhere

Packaging (when relevant), campaign, social, retail, earned.

Category Takeaway
Story isn’t decoration.
It’s strategy, wearing a crown.

Related Cases:

Mike’s Hard Lemonade