Full-Cast Character Storytelling
Build an enduring story around players and the people surrounding them
- Difficulty
- Moderate
- Time to result
- ~months to results
- Steps
- 4
- Confidence
- 98%
Full-Cast Character Storytelling treats the organization as an ensemble rather than relying on a logo or a single celebrity. Players or frontline participants remain central, but commissioners, coaches, referees, analysts, organizers, and other recurring figures can carry distinct storylines. Each character should have recognizable traits, relationships, ambitions, and moments that unfold across events and media formats. This creates multiple entry points for audience attachment and reduces dependence on one star. The method is especially important in an unknown category because familiar human motivations help audiences understand why the competition, organization, or community matters.
Origin
Extracted from Marketing Against The Grain, drawing on the hosts' observations about Formula 1 documentaries and enduring sports leagues.
Core principles
- 01Audiences attach to people before institutions
- 02A durable property needs more than one star
- 03Non-participant figures can become important characters
- 04Recurring roles and conflicts create narrative continuity
How to run it
- 1
Map the cast
List participants and non-participants whose recurring roles shape the experience.
Pro tip Include officials, leaders, coaches, and commentators.
Watch out Do not assume only top performers can hold audience interest.
- 2
Define recognizable identities
Identify each person’s motivation, style, relationships, strengths, and tensions without fabricating them.
Pro tip Use repeated observable behavior rather than imposed stereotypes.
Watch out Forced personas will feel manipulative.
- 3
Create recurring exposure
Feature the cast consistently across competitions, interviews, reality formats, and short-form content.
Pro tip Let different formats reveal different dimensions of a character.
Watch out Random appearances do not create narrative continuity.
- 4
Develop intersecting storylines
Show how ambitions, rivalries, mentorships, and decisions connect characters over time.
Pro tip Maintain a storyline calendar alongside the event calendar.
Watch out Do not let storytelling distort competitive integrity.
In the wild
A young league profiles not only its athletes but also an expressive commissioner, a respected referee, and contrasting coaches. Their decisions and relationships recur throughout the season alongside player rivalries.
→ Fans gain several recognizable reasons to follow the league even when favorite players are absent.
Common mistakes
Focusing only on athletes
Ignoring commissioners, coaches, and officials discards characters who can make the wider institution memorable.
Manufacturing fake conflict
Character storytelling should reveal authentic motivations and tensions rather than inventing drama that damages trust.
Is it for you?
Best for
It is best for leagues, communities, companies, and media properties whose institutional brand is less compelling than their people.
Not ideal for
It is not ideal where participants require anonymity or where manufactured characterization would compromise trust.
From the transcript
“People care about characters more than the brand.”
“But they also had some non-athletes as characters. They're like the commissioner, the coaches, things like other figures in that sport became iconic and became…”
“And that character focused story should not solely be about the players.”
From the episode
CMO for the Day: Marketing Pickleball