5 steps to compelling digital brand stories
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Marketing,Opinion | No 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lzNAUjImsyJWg1Z1n\/hZ9lLQkvinairaAxpQyBAPslaD0SD512Lko4Z5YhHx\/H4Zus6kvr3+bUcRgxCnHHwl9boNreZvbYV2PQVFiQF5OMf8QGVJWSmao1vzclt9l\/ufaWPuzSR0mq9MQzoDx07xVD4mKNmd92JF\/2Gw69faI90gcrHVWxZgLjp9xDUfiLCq0YY6X21+4Q15RmT7jeSmo3nAYmFVG0zxERGZ6C5LQgrK1tEDaDPcsngubLSiKElmKed3028d5AVC\/bVNTxoxL7vq+hgW9A0Ssb8dNywmL3R+Qnk8sZ1K0aJhFhFzovTbb6fG2J03\/CDFbxwuWSAu6nS8oNQrLo2bPMg6ig3+s2Hbg32CCzRK9TxD8QGaIKl6acjHgSCnhrsJD5jvV\/lmnWTuJRB9jj8yCyRuHJJdMD416KCiOAh4nB9bX4BQRZ+aaVtHPOWdNsWThpYbu1HDY27h2rYnxOD7qrglEdbxCiK3w\/\/Tm3sMV9XBom0dUvwf7WYgk6yE4N7GRCpvIpwBmcUZ7LDUBAw8G3PqRSFHSvg87sD84TPiMLDyCvfxwWJ91ZjEpKFqA9hIOSnzTpBxb0xyA9MwhLQPU9\/b6z\/eRxE8ha6Tp4VB8z46e0ZGM4\/\/N+JmVeTq4b2IS5b7O70\/tk1G63+\/Nj4svFQWNPD6laiJyXsxpeWr1PGeF1v5xuyHSR6cMViOgOeSG0ZU3OXf96RMY0kUDdyD7aMddxmWNvUIKU6h91K57f\/8wCrqFTlx2NOv1THafM6iKd8GrSaXCHqkwIUWcPiiaXhTjV8JuNtnLQpAq27lbkQd8Y1X9VeLF9omOuVLI6akj6VmXigncwVG3T9Oc7\/y+oxZscG0asUHS2\/GWHC6OPPe7pflQBlSe24KXm41XfUquWl6GyCXtExKSRXsfQNrTts3sy0ytRT4KX2h2AX+6+G9LzUBJaIMDwsatdbbohfqyYcBxSFOcYUBXS3cTOwOWYzX3v\/2ObzpDc493GWia3b6ePuvxySFGyQjYATxx0sCHd6jwUxcJmwSYPL6ECNLn9TzSeKqVstN0jl+Ov+tAQcgOejxZsRRr9B5LUO88CisiU\/iooRbNGvoNE+YbvT\/bqx20FliwAUnxfMqvoONYpPIWyvtUI0xO3zYuorQc0Y9ldntMFuoiI0GFxmXfAb51N7UYvvr32RAoSWM6TEQJU5Z9G444TOb0OUGDgQHfRWbi9h6cyVahxaSULUkMYfsnBXSUaChNnlPZNp5SdVf1Wweu+FDXWHg0Vy0TC\/iMhrMxgw8513kIbonYEu9efqQgAM4r9g1vjz7TLttusg1QSUGfYfvUv7\/qHwApzx4kBYDw74wc63qo9L03IzPy0CUSbXAK399dSjANMmSYnW5dZ4k3rtgwimaWW+TV4pFBr+mhC5+EZA0b1LuaQ6R0m2ilbPg3FC09Na1FL2rjGU1rPmgawTX5VOd7g5ZKgw8+QyUIYFzjBPuvqMtnxhVdKQHIQ0+PPF1r0xdkDK4jAYgr7KtryYwydzH002AlsE75YNsOM6oSfUxnSK\/NahgHydjoT5pPk885ny2vv6azNau6LLjohZQAObSELfP7UlzkZpsVrl935MwxqcPFmb9ufGVDZL4lfN8RKKmFS+7Z98PTgQ0sQUd1GoplZzxPQFL\/JyCoQhOSsGVyXyl49m8DLIRwaI843+k8HIupgXybBcUqV8pgi7t\/bMIOtjrpQYQvXEVGDKRtmqjHaBLWbFS+2MfJIWSPGUVghOYkAcNQP2K8NKYVWWFLuuLJ8wSOvKiyQvxHpYdReqhrInKrKoZwswjRg1nZ\/qYI\/yvOMVsMjScC+DQBLgE5XcbwCjz6p0QEfqdB8vYgnX+0aLiN8r29kx9VFqcZgiZp\/ord\/gk6+PmVbs7rgN0KqdgL+uZTqlZUE2YxM7JdGrZKi50IO7hXGRrSIExC5XjjqssPcJ9IHt7YvLvQDEbBBBIvVJAIy0sbBJrB369ntspN81L49QA4nwjZV+LWJAJ1NmPaOv6ONPSPsQK4FPUDxz6ULSeDWPWyjy1lplm1DHMT9arazly4iSry46MD23KQvVqHss3e65RQS0sekhb40S1poUoWFii8U9ZV6Lzq9c9HtswnUyXjpsAlLst9Ej\/JU5jwMCmptEfWmBanpMGPHy2JqmSuDzd2dYX5tejx\/huexWEFrGbPl+OMl1oXVbPoGew2hJMuT+V\/\/C+d9vSUideCfy8YqvAiKg2KxWOUsLuYUdQmq3J2p65g3Gj71EGrRYnIwtr10gT5f5hbzU9WaV\/9HLOYePeHyOSsifKjJvHuj7BnFiMTPtRNT7sy8v5evp+aD1XwTzjGjADJjYJ0YGogQNu3TMDoy9VtVjrAkCJOioTzyNQ+h8xEEfE+UM1q1n\/NdHd5tLL+X8xhLh4GKY4UpsXsJ+FMTSY9k35gKHvjcnr81PrF9dFO+sIdkURljrbkBTKtTdsDe95r+fqLvw7H6ZeKBfV35WaLlt6HisQyL9x+RMUhIfwDmi8U2MU2kGVdXg8zaxTUaxlaLNw9NXrizvICBubBQwXWrP0KdMgbCQdNMexMIK+xfdRX7c0qmlxp8BsISkorLi1\/n\/m0RJHeC+JhFtwxCUko+AGDoV5jWlkz+BT3TezLHEDg4oLOrdsGPdUSOuEsYD7KXCSXIFmIkuZ9jEEC8\/Oan8vl1ze4Ntx6uBFhgtQ6e38nd4OHQAE9sS2kLQqBfjwlwATWxaoKQiDDLhNRFbPYRSL4Z5y6e2djVpiccAr0Gf4zEg\/eRGKhBq9z0fJg8TSVpIZrFbBq5dii0SRtdt\/cbe9s4DX9Z5lyT6Zhcq3c2XZ4br6xfc\/Gq12QQ91o+Nc5PV2mLXyqpT7O2wbzC2NPmd3ilmqzNFO2jgn4stcTSE+sQn5akXQh7l4UfsUvgbSZx0tEsxwfmKm4R5512ClP4jb0Hwd5pzFWTcIPnrdCvORgVcGJGPwreXLX9zk1FFDf7l3xNBjo\/Pbvk\/JelOcr5AevEi8FZasQJZnoWnp1FuwtQNhsaSMJ\/xtxuEGe7vSm0YjNN6z2+BwPkPlzrAhT2fg4mepPHPFXECObgQ2h94Ym+dvE16A0yfcOt4MPKXLSC18K8xJgKxcX5of\/0uHmPCIr0LxKLTqvY7EnlgYtBR82cKs7YI82ZIJJcXNxaxWowxFINk++Ea9YtSOyyHyHnN7dMw66cvB7t34oAApwhTqAE3m1rhEUrF+ZF8XR\/ouIt8zyGlR3Qr89yEuiAOoQCTE4BEVBB5zG0zaaPSiBFQ8M35qCeQFiKwlwUqzEJQKRfSZ4wqtU2rIRzF0oz2O0NWZmiJE1Xp4rF7SZiO5qLEbqlNRNic\/SAMPV3QxcaMsDid1UwDLlYIRXEzqTEfWV6W1wUpqBlTkMTbZhywNJC+dW2BL8+fvV9xmL9GzuUd0bA2fqY6VDVKHd+87EBJMMm4TXfxNRRcqa7BMtTKNVE6jgVoWXB9ZzomrTIzq0pS6RITNdbC3l0c7wKPHBzMcetsEiiw98dRxY9K40EOC6vXOdlvYjKKA35gmygi66UQfcbP3WILVaXpS0mZqwm6ANVBiBN7O75E8um9tlhkfMsaOQpkLPD6oq0cMUpueOUSZ0E55MGk3fR1nVdzgmrO\/Njejf\/duLhyMY8vMulRN2xjsgQaZ+xqq1YvPHvbgch1Z5q94icwABYLnWYofDLcxrip6eQ3bzvUHxof8SkQ\/d1Cqh6BenYqDS6YzxMPkGui\/od\/oxWxWmHMG1sIqIcE1OQkOwc8pwaH1y4zgwfbj3bg+KSOUyldTdpCR10PmiqRslyds2PqlQPgD2BoS6IVhApgWEHSyEBkIoFQPW2HgNwLOxEeqkvJP\/erHoyJIdg+uSgzC5gbmDmrBz2eY20l5nYihRRR9d3Sp3yC8kRDWXzq8E1hsqeM0rFemebS73Lnu8Duj70X\/1XYj3kpMkJgRqt00+OvgFhXlMG22pXGiiYDfSbcE6wzMsWj7XwmmTe0NdS81EXdSm8xxhZTSikamv1ePPnjF6ZRH15ZwkIxxbcj2z6q1L0tQ3wB2zb9tSZtJEvquVN0nQyoGz1wi\/7bet7a\/Kt4sou\/AmyZfQDxoXM6JUaqraDnVHevEQDj58rw9j5jY9Q6slubznlbEx87Hip2PdHDe9ljZ8Nuj4jgGdnLCF50+xVOxjvGeaTCpC34uxESlQUNHuhaITd9a6vN3a+HZuA36kj8dNkcaTAQws9eloHDBt9pMcjA7\/gwYi9CRuJMD\/EyMs8+koXvtSBLDhYCxzJQU3DPaWvYpy2OhEgJu3cuu+IpqHRl\/gSDunzcTNU54eJR2ROmeDusRfJr+00IeW8xWYSH\/ujhKjbo7iNkrHtrgwfESeVrbd8QoEKoe9QXaVrLuJGvs1kSsnmRl9d0Ji3iMf986UmLzU4LIjojkhFeD8EnpA8djus1lT70Bu+NqkXWloblptfAZ8WEOTL8DQrHPqQ9ldknoA758nEkUdt6JNJZ1QWBRiQkF388QApLMMMsQgvgcxPYo6xnX+7eHH6p3aG4+WA7ZGsO1e0Lxpf6Nyw13g0xYssvzcSJwlxSCQ23hJJPqzDLqusXE1fHiCH6tLxZsv5BZzGntUHUR1SL2CNFDcnhnEh4Lpu60qoibvxYByWs6w6kEbAnShkA3i1ORBewpmqVYMI\/YrL\/5RbjYRIgJP55fz6oYEzoUJjPAcFa7zkPGZ7DTMgOdpFQA1vYSkNVvMsXxRFlw40W5ChN9qjdeRNFaUgP\/\/tvM8YVa+AB1h6iY1oSRqJKUeU4Pg58dG3cmtUuTCdQs2PLWDDRwZ6CRD8U\/vjXxPGgealFgUblspA6RX97hnAfsYMjQcmZmqb6nLu7jeewo+aC2tlm3Sry2PZ8pmTssaxruiRQOgC6SL7jJ7oC\/KjQtu9VCdE6i6a1V\/epv0Pq\/QncqAt6iyi9IIEszdtF0NcL4x1O5wQ3zKlSQh\/\/5DzsmOncDvQte4IHzsar\/uv2HWFatc5No1FW\/TaVlD1TMZlmF1VRaC+ZJAEqZD22W9pRJSx3tlejZdM1K2uo37NCydtLxZieU3MN\/CSrJfr9g2xhfMO0ZmntJH75LL3da30yYEQ\/wRZkQ5xAeGBxhDW1m3rRRarjuxb0gmlEBDjKsgip+wqvdi31r5x\/+FDcpILMpcqUnNy6BbXm++zSAp5duRtNCZAjPkGuD1BFv77QSxgP6kwLyMmYc7BAQ\/FvrkJzKgiz6Bc7lzuKd4ZwCGjXn2szu0MbY7GJAtaFpQxpkQwgGf44sxAeKGRxupK7s25YtqcguIorb\/+CfktaHhz5DbjSwbu1Mx6y7O8bmlz6A+nhEvy5G\/iaycxetNvc99g4fRh+ZeK3kRL4IneC8y+ruWh98bdUlzsBKpz3u\/SGKsQD8QrekMLxipjy67mZSAoKFcc6dm\/\/LQQ8tkuD6DNS2SQg1Rxk6Hy2okEX0bR8DClB418ZbYnKDcXGv3gaEQD0mgY6jc1QEPCvTjoGOcuUCf\/MArsGaa5yc4Jwd78z1O3LpmRt+wA2cODOyH6vIs\/fs2CX1y21zAfrEtFX4Pm4wuAZdy6y6o4VmSVjEb4oIiEw6b3+29DPCas5XtrtL1zoUe9YeXoP+8G\/\/hBWHHF6LY+aWP9QmNVdi0yWleKDvcpjTl9ys2Ln9OW8en2\/3aqaHd9Bzs7aLzlL88WJPurSaz\/1x1B\/9bNtq5QGr2nqb+8T75aOp82OCKJFKBmPypI2rIRsgmkhtIo4HqLNCzEU9rqDFodNicfwLhNykB5Y7UxS5AqzDakbfiupWLLZlRS0QOaEJeqTcXVX8\/kXoh4XsUb8qG1tiSYfUp3mX\/vwsVaun8NMFDvRK5IzkDyJo2ZRFelCYyYaIIbP5\/KLQhcXbSNYOSovXjiaayYBW2SMo1bGefnOcpRXBgps0q7rdFZN2SSpcSMOd2yHsNEje8UhHbrb0y3zb5T1VTpMnaNgeOAmdeQI5Ncl7xvh3PTZ9qrYmvw\/NsJzd+EjQvIck1sQu4WSYfcpv2yWXbiN\/QC11gpL526q8f\/3tOHshBywU6+vlutMmgrnbuiO\/KuZsrSkMXR+gqb9\/rWHDrkdNkr4eQkSyigxYNpKZnQdBzKJ\/emgdboZFlbWpOMZr9p2qeVBKRpLO+rNLU6f9whwlmZfn+vNFjbD\/WRJSCd0LskN9Ot2+vfXmnO7TQ96gM09kIwsqElvGMVtIPlT8dngwar1Go2NFvPauQwz2VUnCcYwWF+euUH2EsEVdSUZewgLjwys4TJm+CDyy7T3mX89Tdkqz4Kto2b0V9lFbiZBr2OD0B9HHM5vg0g2gJY8eEAZVOUVfbCv\/9C7RyXGauv6D0bDpQUr7P17H8jctZocSUGb1HD75vltGl1Dv4qcFFsgraYyb0P794MtZdXn7\/DZjPJ1KdwFAiOFvEzgy5kx1UqJLltZmkxVgmY+7wZo2W7vjdWzZ4RxzT+Irf1DQ5YVyZzd6+SEdGchBf6d0zdG1AEmp3PV5UHz\/m5z6\/adMb3Z2bCL+7hnuttThHQYeNbbaQhTk5c1sxX77Nm7\/OUa+QYjw5C2\/Uk\/jAKMqH1fGpo5F+FSysmzguSaqxnjoDJSbEd8XbNuq2uI8PUZ7tmD\/J1s3vfpy2lR38jfQkufqSdMrR7RNyJ5bHx7ZL9pHwlS+s\/FL3HtsEi5RjLU4oConkAJDJ8bSy3VYDQLQvtcFmatEhJ3PPNdaXBnSbcEJ8p5UR8MRnPzsysI8bR\/ycE0edzbk66+1uUoCUoJltl8It8euwGE9nTbiehI+4zLRDbOCPHVUmy4PHLekuO1f+gZiDxaZ6VQDxz\/44nFDh5S+CJCDNNqGxyxzy2PUQyAPATjtu0VG0daZMoXTpFK9E2fuJr7j9qcpPh5bfDzbbYoRIWxnE9jI4VUHsUxmju8BL5OcAvFFXyx31E7S4atCW6o2Yje8W0yqRGvbd4RIioWO9XVwWQ7vhWodZJTQhH9V\/j\/6RIhF836lHTtc\/6YcIVVNLxwv0+9fpwH3985wRipajkZwz2TAbyneym\/IO6kldTP+fnwPqQCnY5UimvDXljxA9ovU4I7FfZWHlS4U0Vvz1ghbU5DfhIkbhRbobsGUjF99SI4gwiAHcZkXsEILzAbbHN25ydGAr7lOavszisWEJ4lWhZ65lFRFtiAwa6uPum\/DNcHnjs9HCZiGZdkdcJE\/xC8jF\/4LpgPRNlSZ8InGr8WsyjrwCNRbTdwPCwlkd+\/LLTcNSyfgZ5VrvLAdOFxr9KahkaN1D08jYXPfZxM7y1g3T8s1UXB6oK7B5TZNDZ0oQcFIDhG7Z\/zEWvcxrGmDDRomTAr4v6EV4fLSMfOL9k+6\/XNKpwKZDoE1YoPdzSxCwmd6GCdw9XQK8T2nQJluswKVtf0CPiUO7EVYR8OaEQ7f7mYuZyLefaPD+gxvoPcV5EQM2dzCb8MrFy62KYJeuraLsAgB7NgycX7aVk4VfevwkVfllFIPETeG0YDCm6p6LMCf931Z5PEMObb9PKSegaCUEZV\/yOarpe6APmW3rVmImvlnKnIwFw+WFju+AXcS1CyGHQDZoX1AF6hAyCfXGz49YRf\/2jch29OwDx\/QpPKWDKEzVi\/+LGASkqezCKPpPb\/mLSFdZlBtR\/+OmZ+8N5aIejEGEfaWYloby0da78\/CBX49F+pooANDnb\/pC+n8uZnHY\/Kam2XU1dCZJGAeuiSLug9M8lNoW0sjdbH+enIIUSlaEW\/tZG3Erds2BfdprWI91wQxPkbfnDgLpirhrViroqFHdf+d\/K25cXOlfxUtvqebgwoeLQPdYeoNamAe2dfwmtO28owMLKzUfGEjHQzfcVMLDy0JiA\/tm4uqx659jNh9GzrAcI61c1qmS1AIm8ho+9r7y0XIyIdwJMEybI3O\/DeIZ8JwUFCKmqEd3bPfgyjMSbAbGJD1sH661s2vHQ+BEks+Tp2EaLKixZYjNMIPubvOgBu6TI2BC0eJEk\/Sa04ajKhE0yf2cO2bADxbkPL5lmxFkX4kokVkQSm4f5iAXhyeDFGku7K1\/Gxhbnpl3Lxn6vp3\/SlmDkqNJBzVZphQLgbM19SbNA51HsPpwtWQAGV9TE2YK0Q6ubgMGCHsSffHwKu5X0TtySWZS+hDvsUH9nCOYZoJBIRRAFNbB2\/YvV3ssa1xYMiT6J22sVhT9qJjDq1u6qVW9jQhrykeVkIj+t5myVy7EU\/OOAuKdY\/sp7JglgqsmHhBDDqO7qqBG3IH9QfOf+jhM+ItaEcuCEeAgxNGdS0YkeQwD4yONuE\/ukr3FuxREB2D+Hin0zeC\/T+bXpwUrjIeffUZjXUITob9573JCTcGRvc+ycCKwYh5TkHB5dMtPV6EL9kf8ECYkz5Cezr2golLvroOMn78yCiLAL3F354inpY1PODOtE1eNMJuu69kN7jUc77z2nO+HPOk9QbHP46\/N0SDe6rVNosAdyNeoR287krtEC4+VbLuD5aa\/3Sdw8MQiK1ubIVeT5Reu6a6YF2eqN2vvynIN09X2Q+QzlNiyAjT\/IOyOYbSt4ype67QTVfcgGzayIRrqGxLPI20cuRqsLE1rgWwW8b7MJyPAvdYXHKpjRqWCxDSc8lfL9F56BEHR8USfOBGegrZreZfmoIDD5232Y6GfiR56QUKFGA6vFwT7WWnSTwp4xZcemwUCgHqalXclHTnA8Wieg+WPL7aTiRYHGW4s8Sqaum6i2s1G2t3X6Blb9STg0PuQ7ImZTx69suisCEM7IPRye2FxtvMl+7K11Rxk0BQboGRp932faIjIVtnHXFIDKxnj8Qeci9vCcIrjoFiFJn+U8JAFTc4aMTuauwVhnuhSZNM3qr\/jyn+cm40Ol3gygkcRJVH5VK5armgfOKqWshZ42vK4JAi7jtPqo36\/3TvuXfR2MjJU\/GBmMiowlGCm1FH1svLBSXVtLO9wjp4AarUOxzpo1gdPDxH6I8sZq5y+Q0QddThjqbG45ru8CSzoHeRjB7M4YcBg9YEV9Rk6FCep92z\/YVci5oZbkLA1\/0IcJAgjxWLYRe8gzq0K7f2zU31FhZhb6mdQxWPLfxSqS23DVamfagma37XbFSHBjFHvi+ZrW4hF3dOM4OtbfYoj2IXWofbO5w\/l9qRnVr8nV+7A6d96RQITgJcFLABd7KEU\/VzweGREjt572Xue3WcHRlV10yXwJD6XpwYbMotVT87XfasaWSeEuYh8CwRCo5+8CW5HAcT1kfHPCZnOnY9tSsAxWeeu6f2q0sFlkZz7RKv\/fbC81aKYmQ3jwZuwhBBX+riJKdla4vUbArOugtXAOX+LNrWtvQmIDSN\/8qqx3KHndv08XRJ3qUTg0sgHnkZle7WQM5g7L8R9jYtN54alGxJIH30zKVzUyxooUjENccvjAgCgFvvrwTL1Fnwfp3yDhwAavjp5ZiDsTOhJcJzO1VHXu7ZR7Zq9B949CfDU8UT2l1y5DpMpeloKaH4s53LcOOjdFarOl4kBH7mhv\/\/lTlrjftQjzm9z9Nu8ubdwf0\/6GTEw4m3QIO2g4BMuuJGnQdNb7Y+D0TLz5m2msjZkXHppuVY\/q2NnG2e6b+CqjYdxxPJafqDr0OMb55WS3L1hjzBunYoeJRbo2gDhWQX\/HyRtDdvG9KFE9Nv6k1bUCLy8Y4JxsHZILS5D6k8o2mP+7RmduYfum2TY\/Svkba7Ppon\/6QlAGKdi9tYEweWEAMMJXEdrO2p5xRozYm4bJojiW9DiopbMLEY7UA6YIxtqUVlaF9Jl3qoKZROCa80jeCpMMEbtKlTzRM6deJu9eX2Npee6V1c1iPG5P7I75cKnZrY5BYfwz\/pqe\/msJMZCjqzMYa+oea1ATEU1q3RoaCKyJHw2Xv1njS58zUET3zlU1p3ljCInd4aahY1n7BCTQ3TuQVegRAQ4BgJI++0ignQv33RCCPsWV7LK+PS25QzYVEMflfPLz5oiZ+4Nt31BfM4ipGwR1iVEDwSa45KagC3M3Cq\/ienttJ6jSYZceF4iHpaDzy0qncb+75YH6PS6t21Wr9cBkLS3kmzRcbZ\/4B1O9j9eQpYhInyD8169woQK\/ecCJuiJO82GHzXKOn2\/kOYREodcET9CXjhImFORO0qTNJMngoyvVPCPdv2FYRcxCibiXV0sSZaGXB3ZWURUzc6bA7VMt4aYXxrEFHLymFDJcY21sudjCaQQKWrKI1VEq\/cGgvzG3DKeCsMCLjuSRlqwRKaDdOBMiTVU8iMl4rVgzHQvVwMmoYQbgLDr59NIufMleBZyjYGZYmapQZx8M6WOODRvbY4D14H1v6+c0Wtvkne\/EHQZJKdCf+y\/CxMzfUY1cS+0EEoRj6PWDBATfvoKoz1scS8i09D1LioxWy7DARCaOBL3Wp6k3H9\/c=","iv":"c11bf8551032fab15b1e9739bbef4040","s":"152c0dbc3bb77066"}
Spending priorities across digital marketing channels. Source: Chief Outsiders