What's the story? #6 – why storytelling will always be the key to building great brands. Luke Skywalker. Katnis Everdeen. Marty McFly. Mr. Muscle. The much-loved heroes and heroines we root for in popular stories who – often despite personal flaws – always save the day, the world, the galaxy. Or maybe just the effort. So, when we tell stories for brands we want customers to love, we need to make the brands heroes too. Right? With the possible exception of Mr. Muscle. Wrong. W