Top storytelling brands capitalise on consumers’ smartphone obsession

Apple has been identified as consumers’ best brand for storytelling for the fourth year in a row, according to creative agency Aesop’s 2016 research. This year it is joined by brands including Amazon and the BBC, which are all capitalising on the amount of time people spend consuming content on screens.
READ MORE: Apple is the UK’s top storytelling brand
The report, conducted in association with 3Gem Research, asked 2,000 consumers to rate brands against ei