In this presentation from last year I talk about how great stories are structured and about the power of the nutshell of truth that lives at the centre of a great story. I show how changing just one word of that kernel can have dramatic effects.
Towards the end of the excerpt I touch on something that will become increasingly important I believe as brands gravitate to longer ideas: the stories must continue to evolve if they are to avoid commoditising into the stories of industries. What’s your sequel?
Di Fuller once again worked her magic with the design.