I get the story out of one head and into many.
From the first Hard Rock Cafe website to Accenture's pitch rooms to the Narrative Operating System, the job hasn't changed: find what a company actually believes, then build it into everything the company says. CRC is the house. BrandMultiplier is the current practice.
movēre | mo-VERR-ay | Latin, verb: to move. The root of emotion and motivation, and the name of the method CRC was built on. Core thesis: Let's move people.
One of the first things I ever wrote was a text adventure on a TRS-80. Seemed only fair to start here.
The throughline.
Scroll the line → Read the whole story
Selected work.
All work →
Blockchain hardware
Ledger
+20% monthly sales YoY
Through the industry's worst downturn. Two sub-brands built from scratch.
Read the case study →
B2B SaaS
BetterCloud
25% market share regained
From Gartner Visionary to Gartner Leader.
Read the case study →
Consumer technology
Tria Beauty
+63% website revenue YoY
Referral revenue up 600%+. Messaging moved from the device to the transformation.
Read the case study →
Global sweepstakes
Hard Rock Cafe International
+15% in-store traffic
The Mystery Tour, and a Telly Award. Also the first Hard Rock website.
Read the case study →
Disney Vacation Club repositioning
Disney
+38% memberships in 90 days
Inquiries and bookings up 50% in the first 14 days; growth held at +30% YoY for 18 months. Plus copy across the parks. Before any of it: the canoes.
Read the case study →
Global product launch
Intel
+25% sales & online conversions
Core M, the Jim Parsons campaign and #ConflictFree on Intel.com.
Read the case study →
Kids' Choice Awards app
Nickelodeon
+20% engagement YoY
A gamified voting app with a featured spot in the App Store.
Read the case study →
Project Re:Brief
Cannes Cyber Lion
Four classic campaigns rebuilt for the modern web.
Read the case study →Brands the work has touched.
In their words.
“The process allowed us to develop a more durable brand message than we would have been able to on our own.”
“The final copy and messaging was everything we had been trying to say, much better said.”
Writing.
All writing →Why some brands move us
Jung, the twelve archetypes, and why people love the brands they love. The essay that explains Movere.
Chris Rubin · 2023
Five brand repositionings that worked
Domino's, Dove, Starbucks, Spotify, Old Spice: what each admitted, what each changed, and what happened next.
ChrisRubinCreativ Editorial · 2025
The Innocent: Coca-Cola, Dove, and the promise of a simpler world
The archetype series, part one: what the Innocent promises, why Coke and Dove have held it for decades, and when it backfires.
Chris Rubin · 2023
The Rebel: Harley-Davidson, Red Bull, Virgin, and the sale of defiance
Part two: three brands that turned rule-breaking into a business, and the one condition that makes it fail.
Chris Rubin · 2023
Seven brand strategy frameworks, compared
Positioning, the Brand Key, Keller's pyramid, Blue Ocean, Kapferer's prism, Aaker, BAV: what each is for and when to reach for it.
ChrisRubinCreativ Editorial · 2025
Now: BrandMultiplier.
You can close any room.
Your team can't.
BrandMultiplier installs a Narrative Operating System: the story extracted from the founder, built into how the whole company sells, and kept current with a modern agentic stack. It starts with a free Diagnostic.
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