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Gavin - because the stories are written from the POV of the company and not about the conversation that is happening between the company and the people buying/using the brands. Alas, the product of too many technical folks joining the marketing groups, at least in my experience.

Daniel - your question has now become a full post. Feel free to come back to weigh in the conversation.

Valeria, very interesting post.

By the way since we are talking about coffee and Italy, according to your opinion why Starbucks did not enter the Italian market?

I think we have moved a long way away from brand stories -- well at least from brand stories about customers. There are plenty of brand stories that talk about brands or about celebrities, but fewer that talk about how customers/consumers experience the brand.

Interstingly though, the online space is precisely where a resurgence is being played out. The challenge is to not just innovate in terms of brand story, but as DA points out, modes of storytelling and digital experience must also be addressed.

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