What's the story? #5 - why storytelling will always be the key to building great brands. I was at the Comedy Store in London a few years ago, and one of the acts (called Mike Gunn, I think) was on a roll. He told the audience that he was a keen amateur golfer, and had just got back from an amazing golfing holiday, in Malaysia. He was playing on a beautiful course in the middle of the lush rain forest, assisted by a local Malaysian caddy. He teed off from the ninth hole, and j