Why stories matter

This article discusses the importance of story telling in brand building, in an increasingly contested space.

Why stories matter

Tim Rich

Tim Rich believes that as businesses compete in an increasingly contested space, the power of compelling brand stories to connect with customers has never been more important.

Walking up London's Regent Street the other day, I noticed a distant sign saying '& Other Stories'. At first I thought it might be for a new chain of bookshops – what an optimist! A few steps later I saw that the shop's windows were full of dresses, jumpers and knickers. A smaller sign inside read: 'Personal style tells a story'.

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