There’s nothing like telling one of your friends they’re about to lose an arm to an owlbear thanks to a crit role by a cantankerous lich. Or walking into Fantasy Costco to pick up a pair of scuttle buddies to use as spies in a crystalized goblin lair. Playing Dungeons & Dragons is chaotic. It’s too many things happening at once. It’s everyone talking over each other. It … sounds a lot like marketing.
Wrangling your comms, PR, social, and content efforts can feel like herding a band of mismatched adventurers on a perilous quest. You need a hero, but they might not be a traditional marketer — they might be a Dungeon Master (DM). With a keen eye for storytelling and a talent for keeping a chaotic party focused on a single objective, DMs, or the people who run Dungeons & Dragons campaigns, are well-suited to being formidable brand architects.
DMs aren’t just dice-rolling overlords. They’re engineers of immersive worlds, masters of improvisation, and leaders who can unite the most quarrelsome of characters. I should know: I’ve been playing DnD for a long time and became a Dungeon Master a few years ago to craft stories of my own. It’s amazing how often I use my DMing skills in my professional life (and honestly, vice versa.) Here are some ways my experience as a DM translates into the real world of brand-building:
A brand-lore bard
Crafting a cohesive world: DMs meticulously build fantasy worlds with rich lore, consistent rules, distinct cultures, and magic systems that would make N.K. Jemisin jealous. As a marketer, you have to create a strong brand identity with a clear voice, message, and visual style that resonates across platforms. Disney’s “Dream Big, Princess” campaign is a great example of creating a consistent and inspiring brand narrative. Just as DMs build intricate fantasy worlds, Disney has crafted a cohesive brand message around empowering young girls, seamlessly integrating this theme across films, merchandise, and social media.
Maintaining internal logic: Flesh-eating monsters don’t suddenly turn vegan mid-campaign, and wizards don’t forget their spells. DMs ensure their worlds are internally consistent, with cause-and-effect relationships and believable character motivations. Similarly, brand architects develop brand guidelines that ensure all marketing materials and customer interactions are aligned and maintained with an iron fist. Think of it like ordering off the menu at McDonalds when you’re traveling; the core meals remain the same but they adapt to local tastes. This balance between global consistency and local relevance is akin to how a DM ensures that the fantasy world’s internal logic remains consistent while allowing for flexibility based on player decisions.
An architect, not just a dice roller
Keeping people interested: DMs hook players with epic narratives, plot twists, and cliffhangers that keep players engaged and invested. Brand architects understand the power of storytelling to connect with audiences and build emotional connections with the product. By weaving compelling stories around a brand, they create memorable experiences that resonate on a personal level, keeping customers not only interested but also loyal. LEGO has embraced co-creation by inviting fans to submit and vote on new set ideas through the LEGO Ideas platform. This user-generated content approach allows the brand to tailor its product offerings based on fan feedback, much like how a DM adjusts the game to suit the players’ preferences and interests.
Tailoring the experience: DMs adjust encounters and stories based on the decisions, interactions, and emotions at the table to ensure each player feels engaged, valued, and immersed in the narrative. Brand architects leverage real-time data to understand their audience’s preferences, behaviors, and feedback. In fact, more than 80% of marketers make their decisions based on data to enhance their understanding of their customers. Smart data analysis can help segment audiences into different groups, each with distinct needs, motivations, and pain points to craft messages that resonate on a personal level, so audiences feel seen and understood.
A master of improv
Thinking on their feet: When a player throws a curveball, a good DM pivots the story without breaking a sweat. Unexpected player actions (or more likely, just a bad roll) mean DMs frequently change tack. Brand architects must be adaptable, too, able to adjust strategies and campaigns in response to market changes. Whether it’s a competitor stealing their shine or a global marketing meltdown, a little improv in branding goes a long way. Wendy’s has gained notoriety for its quick-witted and improvisational responses on Twitter, often engaging in playful “roasts” of competitors and customers alike. This adaptability and quick thinking mirror a DM’s ability to pivot the story in response to unexpected player actions, keeping the brand relevant and entertaining.
Shaping solutions: DMs vanquish orcs and overcome obstacles with creative solutions that fit within the game’s world, so their problem-solving skills need to be at a nat20. Brand architects can tackle marketing challenges with the same strategic ingenuity by relying on market data and customer insights. Burger King found a solution to people being hungry while stuck in traffic by creating the “Traffic Jam Whopper”, a service that lets drivers order food from the chain’s mobile app and get it delivered to their car by motorcycle. By listening to their customer’s real world problems, Burger King was able to create a solution that drove sales (and app downloads) in a unique way.
A team player (and secret cult leader?!):
Building bridges: DMs have to know how to make a Tabaxi, Dwarf, Firbolg, and a Tiefling cooperate to work toward a common goal (perhaps to steal a dragon egg or rescue a lost rogue). Brand architects have to wrangle various teams (design, editorial, sales, legal, PR) to create a cohesive brand experience and produce high-quality work.
Creating a thriving community: The best DMs cultivate a sense of camaraderie and shared purpose among their players — it’s like a little community of adventurers. Brand architects cultivate a following through interactive campaigns and social media engagement, basically turning customers into a guild of loyal brand advocates. As an example, #teampixel is a community of loyal Google Pixel users who are passionate about their smartphone, and love showing off the photos and videos they capture with the awesome Pixel camera. This initiative mirrors how a DM fosters a sense of belonging and camaraderie among players. #teampixel fans aren’t just customers; they are part of a tribe that shares a deep connection with the brand, driving loyalty and advocacy.
So, the next time you hear about a Dungeon Master meetup, consider it a breeding ground for future brand architects. They may be wielding dice instead of Google Docs, but their storytelling prowess, adaptability, and collaborative spirit make them a perfect fit for the world of brand-building.
