Tracing a line from Tolkien to Mattel’s toyetics, the Contagious team explores why brands are moving beyond storytelling to create richer, more immersive worlds.
We look at the rules that make fictional worlds believable and how worldbuilding can help brands escape commoditisation, fuel always-on creativity and give people something to believe in, belong to and buy into.
Along the way, we explore:
How Jellycat’s worldbuilding whimsy helped drive 66% revenue growth
Why the story is in the world, not the other way around
The toyetic rules that make Barbie Land believable
How Disney’s underground Utilidors keep fantasy intact
When a brand should act like a character, not a company
How Trader Joe’s became a tiki-themed grocery store and why Londoners carry its tote bags
Why your brand might need a map more than a sales strategy
If you work in marketing, you should almost definitely subscribe to Contagious IQ - an intelligence platform that helps brands and agencies supercharge their creativity by learning from the world's most impactful brands, campaigns and trends.
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