Notes on stories that travel

The Storification journal.

Ideas, observations and practical ways to make the stories around your work easier to understand, remember and pass on.

A handwritten 'we believe' line in a notebook

24 October 2026 · 8 min read

Brand Purpose Isn't a Slogan: How Worldview Turns Customers into Believers

Brand purpose is the belief your business exists to act on. Here's what it is, how it differs from mission and values, real examples, and a simple way to write yours.

WorldviewBrand

Brand story

21 October 2026 · 10 min read

Brand storytelling: the complete guide (with examples)

What brand storytelling is, how it differs from storytelling in marketing, real examples from Patagonia to Xero, and how to measure if your story works.

Brand storytellingExamples