Dr. Skye Cooley delivered a special guest lecture, "The Magic of Storytelling," as part of the UPAEP Global Summer program in Puebla, México. The session introduced participants to a framework connecting emotion, archetype, and narrative in strategic communication. Drawing on the work of philosopher Alasdair MacIntyre, communication scholar Walter Fisher, and psychologist Carl Jung, Dr. Cooley walked students through what he calls "emotional archaeology," a diagnostic tool for analyzing why some brand stories resonate and others fall flat. The lecture extended these foundational theories with insights from predictive processing and affective neuroscience, proposing that emotion functions as the primary mechanism through which people experience and construct reality, occurring before conscious thought takes shape. Students learned to apply a three-question diagnostic, examining a narrative's structure, its underlying archetype, and the emotion it generates, as a practical tool for building and evaluating brand stories.