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In this episode we interview Zane Derbyshire, Content Director at Arosa and a veteran of both South African radio and U.S. brand storytelling. With over 22 years of experience, Zane brings sharp insight into the craft of blending emotional resonance with strategic precision.

What you'll learn in this episode:

• How to harmonize data and creativity to tell unforgettable brand stories
• Why audience empathy and business goals must be balanced from the start
• The dangers of brands leaning too far into either analytics or aesthetics
• Real-world breakdowns of storytelling successes (Spotify, Nike) and failures (Pepsi)
• How Zane approaches storytelling for sensitive topics like aging and care
• Why unicorn marketers—those fluent in both strategy and soul—are the future
• Practical formats that are outperforming today, and how to adapt content by platform
• The #1 storytelling mistake that makes audiences disconnect instantly