The best product doesn’t win.
The best story does.
People don’t buy what you make — they buy what you make them feel. And the brands that win make people feel something real.
I’m Karl Dunn, Global Advertising Creative Director turned consultant. I show brands how to uncover their human truth, turn that truth into a brand story, and turn that story into action.
Story Engineering is the art and science of designing a story people can feel — then building it into every product, policy, and pixel of your brand so it becomes the reason people trust you.
Come find me on LinkedIn.
Over the course of my global career, I’ve watched too many brands perish from telling the wrong story to the wrong audience. Or telling stories that aren’t true to who they are. Or telling no story at all.
On LinkedIn I write about brands who did it right, and how, and what you can learn from them.
Hit me up there with any questions and queries. I’m telling and analysing stories there every day.
Jonathan Grupp - Founder FlowUp
“After working with Story Engineering, building our app and business was easy. Our story gave us a clarity that saved time, funds, and energy. I wish we’d met Karl when we started.”
Brands we’ve worked with
How does Story Engineering work?
After 25 years leading global campaigns, I built a system to fix what most brands miss: their story.
People don’t buy products — they buy stories. And brands that build and deliver on stories based on human truths are the ones that win.
Story Engineering finds the human outcome your brand creates, distills it into one powerful sentence, and builds it into everything — from UX to recruitment to product to customer service.
This doesn’t just build customer belief — it drives clarity in your day to day, productivity in your teams, and word of mouth in the world.
Story Engineering Services
Story Sprint
Consultations with all stakeholders and category research to discover and craft your story. Interviews / Research / Human Outcome and Brand Story.
Story Engineering
Executing your story across your brand ecosystem - tailoring any ideations, executions, and self-auditing systems for your brand’s needs.
Story Monitoring
Monthly or quarterly audit by us of your story across all touchpoints.