Homepage
Open in app
Sign in
Get started
The Real Hero
Brand are stories, stories are culture.
Featured Stories
Interviews
Case Studies
Follow
The Hidden Mentor in Unexpected Places: What Deadpool Teaches Us About Brand Transformation
The Hidden Mentor in Unexpected Places: What Deadpool Teaches Us About Brand Transformation
If You Think Your Brand Is in Control, You’re Already Losing
Iñaki Escudero
Feb 9
Why Most Purpose-Driven Brands Fail at Storytelling
Why Most Purpose-Driven Brands Fail at Storytelling
The Purpose Trap: Why Most Brands Get It Wrong
Iñaki Escudero
Feb 6
Why Brands Fail to Evolve: The Candle Maker’s Mistake.
Why Brands Fail to Evolve: The Candle Maker’s Mistake.
One of the biggest lies in business is that growth is always good.
Iñaki Escudero
Feb 5
Storytelling for Brand Architecture: A Blueprint
Storytelling for Brand Architecture: A Blueprint
The Forgotten Doorway in Bologna
Iñaki Escudero
Feb 3
Brand Transformation Through Storytelling.
Brand Transformation Through Storytelling.
The Story We’re Trapped In
Iñaki Escudero
Jan 30
Storytelling as Purpose-driven Strategy-BSS Case Study.
Storytelling as Purpose-driven Strategy-BSS Case Study.
Overview
Iñaki Escudero
Jan 28
Driving Innovation From the Ground Up — Accenture Song Case Study
Driving Innovation From the Ground Up — Accenture Song Case Study
My role: Copywriter, Content Creator, Strategist, Trends
Iñaki Escudero
Jan 28
Empowering Communities Through Storytelling — DACCHE Case Study
Empowering Communities Through Storytelling — DACCHE Case Study
My role: Storyteller Teacher, Facilitator and Learning Designer
Iñaki Escudero
Jan 28
Nourishing the Spirit of Mountain Adventure- HAE Case Study
Nourishing the Spirit of Mountain Adventure- HAE Case Study
Our role: Brand Strategist and copywriter.
Iñaki Escudero
Jan 28
Transforming Kia Europe — Driving Innovation and Alignment
Transforming Kia Europe — Driving Innovation and Alignment
My Role: Learning Designer, Copywriter, Designer.
Iñaki Escudero
Jan 28
Work In Sweden Case Study
Work In Sweden Case Study
“Only in Sweden” — Crafting a Global Talent Attraction Strategy
Iñaki Escudero
Jan 28
Why Brands Need to Feel: The Emotional Connection in Branding
Why Brands Need to Feel: The Emotional Connection in Branding
When Captain Chesley “Sully” Sullenberger safely landed US Airways Flight 1549 on the Hudson River in 2009, saving all 155 passengers on…
Iñaki Escudero
Jan 23
Why You Need to Relearn How to Learn.
Why You Need to Relearn How to Learn.
I believe learning is the ultimate superpower for humans.
Iñaki Escudero
Jan 21
Brad Nevin: Stories are the ideal medium to create the future.
Brad Nevin: Stories are the ideal medium to create the future.
One of Brad’s passions outside cars is refereeing soccer games. He believes that all of life is present on the soccer field — from…
Iñaki Escudero
Mar 21, 2024
Jakob Trollbäck: Brands with curiosity built in, naturally draw people in.
Jakob Trollbäck: Brands with curiosity built in, naturally draw people in.
Jakob is highly regarded in the design industry, and he is known for his innovative spirit, strategic thinking, and dedication to creating…
Iñaki Escudero
Mar 13, 2024
Meghan Goff: Good stories evoke feelings.
Meghan Goff: Good stories evoke feelings.
At the intersection of impact and inspiration, you’ll find Onword Communications, the brainchild of Meghan Goff, who left her full-time job…
Iñaki Escudero
Mar 8, 2024
Jasmine Bina: Strategy inherently involves prediction.
Jasmine Bina: Strategy inherently involves prediction.
I remember reading an article by Jasmine and thinking: I have to ask her to be in the Real Hero blog.
Iñaki Escudero
Mar 5, 2024
How to efficiently tell your brand stories!
How to efficiently tell your brand stories!
We kicked off today the 13th cohort of Hyper Island’s Brand Strategy and Storytelling course. What started as a question and a prototype…
Iñaki Escudero
Feb 29, 2024
Clarity of Audience. Why you need it and probably don’t have it.
Clarity of Audience. Why you need it and probably don’t have it.
In 1997, when Steve Jobs returned to Apple, one of the first things he did was to speak with people who had bought an Apple computer.
Iñaki Escudero
Feb 15, 2024
The Business of Brand Strategy
The Business of Brand Strategy
I was listening to this great podcast episode on Re:Thinking with Adam Grant called Jennifer Garner realizes her full potential.
Iñaki Escudero
Jan 15, 2024
Why settle for being a company when you could be a Brand?
Why settle for being a company when you could be a Brand?
I was talking this morning with a friend of mine over coffee at one of the many coffee shops that have invaded the streets of East Austin…
Iñaki Escudero
Jan 12, 2024
From love to trust. Why brands need to change their relationship status.
From love to trust. Why brands need to change their relationship status.
In 2004 Kevin Roberts, the then-CEO of Saatchi & Saatchi, revolutionized the branding world with his book “Lovemarks: The Future Beyond…
Iñaki Escudero
Dec 12, 2023
How do you become a mentor brand?
How do you become a mentor brand?
I ran my 30th marathon in Philadelphia two weeks ago. While most runners stick to their race day plans and routines, I decided to try…
Iñaki Escudero
Dec 8, 2023
Marit Tiesema: Influencer Marketing is the art of standing out in a noisy world.
Marit Tiesema: Influencer Marketing is the art of standing out in a noisy world.
Marit was born in Holland. Everything else about Marit’s story is intentional. She works in Influencer marketing to humanize the brand, she…
Iñaki Escudero
Dec 7, 2023
Who is the real hero in your brand’s story?
Who is the real hero in your brand’s story?
Being the hero is cool. Stories are written about your adventures and history remembers your name and deeds. But more importantly, being…
Iñaki Escudero
Nov 29, 2023
About The Real Hero
Latest Stories
Archive
About Medium
Terms
Privacy
Teams