M&S is the UK’s top storytelling retailer

Building a coherent narrative around a brand and its purpose helps businesses connect with consumers in a more meaningful way, one which brands hope will help them forge long-lasting and fruitful relationships. At Christmas this becomes all the more important as brands – and particularly retailers – look to win consumers’ hearts as well as their wallets.
You only have to look at the endless stream of elaborately constructed Christmas ads to hit our screens over the past week to