I HAVE NEVER BEEN SHY ABOUT THIS // You should invest in your brand story. It takes time, care and expertise to craft a good business narrative. It’s in the details like charter development, colour, pacing and structure of story which then ties back to the overall strategy and vision of the brand. Big corporations take this stuff seriously because they know the leverage of owning narratives. You only have to look at Nike, Apple and Google and ask yourself ‘would they be where they are today without the frequency of stories’.