From the editor: Let me tell you a story

Colin Grimshaw

Advertising that tells a story has a special resonance with consumers, from the Gold Blend couple of the 1980s to the present day BT pair.

From the editor: Let me tell you a story

Colin Grimshaw

Let me tell you a story

"The brand story needs to be credible, so it needs to be devoid of the embroidered claims about the brand that typify most advertising"

Telling stories is the foundation of human communication, and the power of storytelling is the topic for this month's Admap Focus. In the world of marketing, the efficacy of employing narrative in communicating a brand's attributes and personality is long-established.

From the 1980s Gold Blend couple - the neighbours who exchanged flirtatious glances over coffee, with a...

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