Abstract:

This presentation considers the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate.After all, the marketplace itself is a matrix of stories, a delicate fabric of dreams held together by our readiness to believe and our willingness to engage, and perhaps we are increasingly looking to stories that offer fulfilment of a higher order than simply just 'having'.This presentation considers some of the ways in which our brands and our markets are, or could be, responding to the changing face of these two fundamentals.