What's the story? #1 - why storytelling will always be the key to building great brands. Anybody who calls themselves a writer – and lots of people who don’t - have probably heard the story. True or not, it goes something like this. Ernest Hemingway was sitting in a bar one night soaking up daiquiris, with his fellow-writer and bullfighting buddies, when one of them bet him $10 that he couldn’t write the shortest story ever told. He whipped out his pen, and on a napkin scribb