Stop Inventing a Why | Ep 51

From The Content Universe by Montanus ApS

June 10, 2026 · 34 min · Season 1 · Episode 51

About this episode

The episode discusses the importance of authentic storytelling in branding and the differences between consumer and B2B narratives.

Stop Inventing a Why Introduction Does every company really need a big emotional story? In this conversation, host Mikkel Svold sits down with Fredrik Hillerbrand, creative producer at Open Door and head of growth at Connie, a company handling contracts mainly for the creative industry. With 18 years as CEO of Danish production companies and deep experience in television storytelling, he brings a different lens to branding. They explore what storytelling actually is, when it works for brands, and when it becomes hollow. They also dig into consumer versus B2B brands, changing narratives when the world shifts, and why attachment might matter more than attention in a world flooded with AI content. In this episode you’ll learn: Storytelling requires real values, not boardroom inventions Branding is strategy plus identity, storytelling is expression Conflict drives emotional attachment Multiple stories can orbit one core value B2B emotions exist, they just look different You can’t fake values without being exposed Attention is abundant, attachment is scarce Transparency and credibility will matter more Chapters 00:00 – Welcome to the Content Universe 02:16 – What storytelling actually…

People in this episode

Host: Mikkel Svold

Guest: Fredrik Hillerbrand

Topics covered

storytelling
branding
B2B marketing
emotional attachment
AI content
consumer brands

Keywords

storytelling
branding
emotional attachment
B2B
AI content
values
credibility

Mentioned in this episode

Organizations: Open Door, Connie, Danish production companies