Most brands think in campaigns.
The best brands think in universes.
That’s the real lesson behind the Marvel Cinematic Universe.
Marvel didn’t win because of better movies.
They won because every movie felt connected, even when you didn’t realize it yet.
Marketing works the same way.
When everything feels disconnected, attention resets every time.
When everything feels connected, momentum compounds.
This week’s email breaks down how universe-style storytelling applies to strategy, ads, email, SEO, and messaging and why this model matters even more in 2026.
🧠 STRATEGY — Universe Building (Not Campaign Thinking)
Marvel doesn’t ask:
“How do we make this movie successful?”
They ask:
“How does this expand the universe?”
Every character, storyline, and post-credit scene serves a larger arc.
Most marketing strategies fail because:
Campaigns are isolated
Messages reset every quarter
Nothing builds on what came before
Universe building changes the question from:
“What do we say this week?”
to:
“What chapter are we in?”
Core Insight:
Momentum compounds when every piece of content builds on the last.
Key Takeaway:
If your marketing resets every campaign, you’re rebuilding trust from zero each time.
Marvel trailers don’t explain the entire plot.
They:
Tease stakes
Hint at conflict
Withhold resolution
Teaser-style ads work because they sell the next moment, not the full story.
In PPC, this means:
Opening loops instead of closing them
Leading with intrigue, not explanation
Letting curiosity pull people forward
The goal isn’t immediate clarity, it’s earned continuation.
Core Insight:
Curiosity scales better than completeness in attention-driven channels.
Key Takeaway:
If your ads try to explain everything, they leave no reason to keep watching.
📧 EMAIL — Episodic Nurture Flows
Marvel movies don’t stand alone, they reward people who keep watching.
Great email programs work the same way.
Episodic nurture flows:
Reference previous emails
Set expectations for what’s coming
Make subscribers feel “in on the story”
Instead of:
“Here’s this week’s email”
Think:
“Last week we talked about X — here’s what that unlocked.”
Core Insight:
People stay subscribed to narratives, not broadcasts.
Key Takeaway:
If every email feels standalone, retention has to restart every send.
🔍 SEO — Interlinked Content as a Story Map
Marvel’s universe works because everything connects.
SEO works best the same way.
Interlinked content:
Guides readers naturally
Reinforces authority
Signals depth to search engines
Instead of isolated blog posts, think:
Pillar pages as “main films”
Supporting posts as “spin-offs”
Internal links as narrative bridges
Core Insight:
Authority is built through connection, not volume.
Key Takeaway:
If your content doesn’t link meaningfully, Google and readers, miss the bigger picture.
🌍 WILDCARD — Character Archetypes in Brand Messaging
Marvel characters work because they map to familiar archetypes:
The Hero
The Mentor
The Rebel
The Underdog
Brands can use the same psychology.
Your brand might be:
The guide
The challenger
The steady presence
Customers don’t just buy products, they join stories where they recognize themselves.
Core Insight:
Archetypes make messaging instantly relatable.
Key Takeaway:
If your brand feels vague, it may lack a clear role in the story.
🤖 BONUS — AI Story Generators (Used With Taste)
AI is powerful for story exploration, not story ownership.
Use it to:
Explore alternate narratives
Map customer journeys as story arcs
Test different emotional framings
Example prompts:
“Map this customer journey as a three-act story”
“What’s the unresolved tension in this funnel?”
“Who is the customer in this narrative?”
Core Insight:
AI accelerates story structure, not storytelling instinct.
Key Takeaway:
Use AI to explore possibilities, then apply human judgment.
🛠 Tools to try this week!
Grammarly
Use it to:
Tighten narrative flow
Remove friction from long-form storytelling
Maintain clarity across episodic content
Midjourney
Helpful for:
Visualizing brand worlds
Creating consistent story aesthetics
Exploring character and mood concepts
Storydoc
Ideal for:
Turning decks into narrative experiences
Guiding viewers through a structured story
Replacing static presentations with journeys
Happy Marketing!
