1. Look at the list of words describing Aristotelian drama: conflict, complication, crises, suspense, uncertainty, and surprise. At first glance, most marketers would think of this as a list of things to avoid being associated with a brand. But these are building blocks of drama, and drama attracts and holds our attention. Think of one way your brand (or your favorite brand) could leverage one or more of these characteristics and implement them in a marketing channel.