Story Telling Tales: Brand that seek real differentiation and wish to establish emotional connections that result in real band engagement with consumers will need to get much better at storytelling.

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But scholars tend to associate fairy tales with women, at home, telling stories to one another to relieve the tedium of repetitive tasks such as spinning (which often turns up in these narratives).

NEWYORKER: Once Upon a Time

It ripples with stories, anecdotes, set-piece monologues, crafty egotistical tall tales, and hapless adventures: Kushner is never not telling a story.

NEWYORKER: Youth in Revolt

And above all, what were the couple thinking in telling their story in a space normally reserved for feel-good, soft-focus meet-cute tales?

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