By Ed Pilkington

Civilisations are not just built on rocks but on rich stories that are passed down from generation to generation. They may evolve over time but they always have truth and emotion at heart. The storytellers of days gone by were the A-listers of their day but their worth was measured in gold coins and royal approval, as opposed to Twitter followers.

Born out of a consumer desire for authenticity, brands have to work hard to tell a story that is interesting to consumers, which is not to be confused with just telling a story that the brand can or wants to. Read full story ›

Source: Marketing Week