Michelle
An interesting article that hit the spot, for me, anyway.

"Storytelling" certainly seems to be in vogue at the moment.

And long may it last.

I tend to spend my life telling stories (former Daily Express journalist, today creative director of Da Vinci Communications) and I encourage my clients, our clients, to treat their products, services as part of their story.

Some understand. And some don't.

One international client, involved in the buying and selling of a particular commodity, and in competition with hundreds, if not thousands of similar companies, did not understand.

They are small players, but had some incredible employees achieving service levels beyond the call of duty.

As we re-branded the company I tried to weave these "people" stories into the new corporate brochure. They were all removed at first proof stage.

And the brochures became a list of "we are an international company offering a wide range of..and we do this and this..." and I lost all interest.

They have a beautiful brochure. They're happy.

Why aren't I? Because I like writing, and telling stories and engaging with people and making my clients interesting.

And that's what I'll continue to do.

Steve Lord
Creative Director
Da Vinci Communications