By Ed Woodcock

Don’t take offence, but brand storytelling isn’t really about telling stories.

How could you not love a character like Malcolm Tucker from The Thick Of It? He’s the master pâtissier of the putdown: ‘He’s as useless as a marzipan dildo.’ He’s the Nostradamus of the insult: ‘You’re a f**king omnishambles… You’re like that coffee machine, you know: from bean to cup, you f**k up.’ And this was years before George Osborne got anywhere near a red box.

You’ll be wondering what he’s doing in an article about brand storytelling. Well, it’s because Tucker understands the importance of narrative, a much-used word in Read full story ›

Source: The Drum