Hero and guide. Problem and solution. Success and celebration. Beliefs and values. Emotion and connection.   PHILOSOPHY ON STORY TELLING I have never been a consistent exponent of story-telling. That said, I understand its importance and have drafted brand stories for many organisations over the last 20 tears. Readers of this newsletter and listers […]

  Hero and guide. Problem and solution. Success and celebration. Beliefs and values. Emotion and connection.   PHILOSOPHY ON STORY TELLING I have never been a consistent exponent of story-telling. That said, I understand its importance and have drafted brand stories for many organisations over the last 20 tears. Readers of this newsletter and listers of my podcasts we notice more stories in the months and years ahead. My philosophy on brand stories can be summarised as follows: Stories lie at the heart of what it is to be human. Effective brand stories are all about the customer – not the brand. A brand story is central to connecting with consumers, staff, and other stakeholders. The latter two of these statements are addressed in some detail later in this missive. The first, I will comment on here. Yuval Noah Harari (one of the great thinkers of our time), in his…