21/01/2026
People don’t usually encounter a brand in one continuous sequence. Messages tend to arrive in fragments, often out of order.
A clear sense of story helps those fragments make sense together. It gives people a way to recognise what they’re seeing, even when they only catch part of it.
Our founder, Richard Stone looks at why brands are often understood as stories, and how narrative helps meaning hold together as messages travel.
Read the full article here: https://bit.ly/4qmCj56