COVID Tension Map: Learn more about what’s changed.

Why Tension Works The most memorable stories have tension. Without tension, it’s nearly impossible to get attention.

Hello everyone! I want to share this interesting map of tension created by The Martin Agency. - - - - - - - - - - - - - - - - - - - - Why Tension Works The most memorable stories have tension. Without tension, it’s nearly impossible to get attention. Imagine David without Goliath, Batman without Joker, or Jim without Dwight. These stories become forgettable without someone or something to fight against. Brands are no different. The most successful ones all have clear enemies. When you have a clear enemy, people don’t just buy what you sell – they begin to root for you. We believe the key to creating culture-shifting work is to first define your enemy – and then begin to fight all the ways that enemy manifests in day-to-day life.

This is really cool. Like most people in marketing, I've been reading a lot of reports and surveys about COVID, but they rarely go into the consumer impact beyond standard spend stats. This is really insightful. Great work!