5 steps to compelling digital brand stories
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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tEPyQ3PjH+r2bIi3iscG2cixUCxGMpAUQUpM+fAz7oL6YJ9zf50GmZRtvAvgsXQgprnSGEWkZ5dtXM7dEbC3DdMV7C5brMyTVZze4i2Jrh5U3Ns4mcOhAOCj\/Q6O698u7JodPC73LACcEYr0qFMHLuUoQPimKMcgmGQWVx93q69lXhpzrbn2RNYfZlK8ollBHzEUSZuVldx23sPWVw6aSg1cWB7ZECPZaSLGtHIyaEjk2KYw4JHkawqlrn+V3X7wHbkCknPEdOXKfKUWwEEpl+PDH8ec48opzj52b81Uj5pQARhQIjHI2ZCcZ2sQPcErDiL\/sMhN8I0KUbnzMixO\/Egi\/lqxBheMLUc156+\/Ep15dVwlJLSFgh5l1T2Cu51pdE6TZLOvedMInr4nVStuP5HFu0mrM0LEow\/\/n7CRFms3zqsB+AifMejQoo7PXAuwmdhEENU1Id87QLYGKbZvLRf4rL8UYJyQf3KTeHxU+tBxt6OHUg9Kqhq0mi4nT7DhqinBg2F4L\/wsmIPnJBm3fuWoKO5cQUpQC\/G2l82TnAiT+E8Bm\/uDARSc5ef45xtdrUm7NtrxqArvAui5pKIJr0wdCKlVWSSeSRQFNWCI+OFnZwjqctpu3WyzkrpI4xOClKQHdWT82wAPq0q5iHlKZbrOPFWdpEsYKpoq7C23w6yKwYqzGE1hPQDRDbV5veAW6iadchl0EVUqkrCRZ9N4lyqCClpIOtx5effthJ1MazJ76FIWyhWE8zj74dVwbpBR5JktNKWGDtNA3B5l8HQj64cOd4AgtRWTl0l5vIXLQPjQ8f6oYHqlTuY5E0NJGZ\/7HS814UYXMCEduoWHtDun13QsDhB98KFlDApYpO3swI1WbLiE\/z8lPbAPKkioAphW2y0hI4oM+2oa5cjqI\/YdeRzXDeAGlncgpiTKG3W46qawbFxjPvKBbvrRo6a+Qnf2i2tklVWK46hV8RHNa334ZFEK0OPOptcgQanloelRkkpwo0YyIT0tH1S3JIjBTcxGFFdNKnMcnWwMuxO+LhAlsvZ2AG3XHCa1zfjA8DpnoUhqVbgBiUCvO\/QDqSuwGboG3yh3ze8\/lBF6eekttrd6WzIAl5m314NQ6D3oMKpiyBXswpa9pEBp4keXE9qQqKYVEJYcL3sLfaO2yPEPqPPl1\/7g4y7V9p19d9K\/mw7q9vzntNqq8P9CrBZlQmxi7oo9XUojQgwdFWbszJHZOi0fwP\/aGOLrge\/UGnoejY+SZ1tRFOJSNjPHm3FaOBWXUbunHs9yaqPTrTRAT5CadH7WzRtkTgKcVxn8KcmSe+2CR\/5uTJbD4\/R3inll2maEpEGZORy2nLSBMe45WNkHu\/KwlsVaU9HMILpyMddTMW6tnpAqiSFnJ9JSq\/JIXoGda0s9rGpZ3EX4UGIE3LbCab8Wb9C6QdKi58zX+qFhkB1CNSsmzdyBiKnNovLZBFSvcM2UwYZdu1nLjPAhy5zcZANleH19w14iYMOueT6s5B69IpxKNbaX2UHQieYuKSWTVMxDqmFh+UfaXRQfzJmA\/fGW4EXs3SyR7sORSCAxmWWyg+Vjrs\/xkH9lOsd9HH6CiCa2lxluXJf+yGo9xnnF0DzLkqRLUy0fpT\/G2ABf\/IERGHAnFz5GAA9rq7alZBzFCTFHmfa+B1yn+a7adbvswJbvN65DEex6V1E4Wdl+3fOlmm\/jqocbed6V1zSMkfqnBzjiJXbOMNZX3Pn0drh61wRIqV+9iIKeX+L8PCIkKRUtpiQ9zZmnV\/Dvy2FMDBnjH3OLVIhLgn2vf0Z4yiFfifc4Wj+9Vwyu382d+lL3HQ0N05mkiRpkx5rRgmk8+PGQFOUoh7cFs5gOlvBfLJhZpNaYmc\/tBkc2ALUiKNYcgIP85pq2kd8iWfgpJgxdwZ\/rz2rwg2l0An9DA1HSQYjKOR0l44JPnW2Vz90nx5ijyte8iKgx79090uUK\/aehKxfbzhTsePmJk5ELq3wLMZCTWEVX9aAUntAVVjsQxwNbRCG\/ZZEEmB\/8OqWbHU1hkuWD17chF63g5epYVXbG4DgdAn6FVPrBpchJRNXhJGpfCwbXhYMqcjfQ7jOduNzNbtspzV2n4AoOTuwBU+7x1oVSTvb5I5VBXuYtSdF4NOZLt7Y3E9XM+5KVsGnl93Td9leOHS\/8cIRtIeKVlWNpVbGv0Kmqkj99oyPF\/P\/rvH4O7UTFkd+0Wrhtypd4T4xgsHEA34Y9JtsmpuzQYgcEDBXaHnJB8L97xoEVEiNFsIrXrJE4zSZVzSCQLB27e7FN6doVPe64evH453hyuMYzUHsdbdk7dvA22HUfdhRzOb1wF07+SDQzYWjAapCYDw8tY0oMnS2jD7DZaeXOVg2iMkMYziq7GlHueVTRGEXaGbWHin9p6O6UXQw7XxDXjrrkoGvB9yoxkLF51SRYouVjzEkSLpTEFFlFsA0X+cuHlJpQu4QIhdp6kYKMXKuaynG5RWWUwGby7\/2ZrHmgXaydSMz50h33uuvc3SgPwDUZACdAoH3gQY+l8ecMHqekYGzrxPlUi1irGv1T3XAVdD2BVtTUpJxw7NIWeyYanllP5A2IKdmFMzI9PeILr0Qy4uC7+U8x0xR39GtXFTOdApBjeiu61gyolN9WT8H3MWhG4YwdqjCZB65g6+s4C7F8O0DH7zGiTAk\/9bS+MK3cvaaldLsC680WCKmgBC7CkgFcV2H3dKlRVvwoTiIPs7mLzq9iHsrDdLVrRtdpWGCjVt6NSQUlSP+CyNfatfMSthzACVf42U4ZYLa+caDKwT8UN8fGargnSI9ZHGF4v\/sqFiqIB9IuAfcm1ZjkynSJfYWywNtwB0NLpZiGf8DChX46WMUsJZff6zins8bQdo2B\/0YFYjff74HU\/6BWOxPkzFwY6a2tBvEQey7YmgT5zUjbzxJBQuoIDK2XJisM2mspF7HnccVWuqoWG66sqyEeg9NwGHf0SiZ+9EfButbYJ0PLZ4eH0Yvk\/v82DrSpYVEAyZXaczqfAo1zWR1ch728A9xqVWI8U60goAU91Plqx6y7NmudjXO84XOXwpcz\/9F8kbiHWC3aMOtbIZxv1uR8DP5Hu8rvSa+Wz36nIj999AIEv42RIxBz88mnWhehseqxKlS2lVKCznqRdPjTm4Z5Lil29eQFnNLMULb\/bKXqY7B\/waRARA7xVz8nMWkzSa0p9I6qbIQzZN2yztjIfKNzB6sGz+pqbazxwxLdg3uD4hjMX\/6CB6jmubIDMxCUjTsNQp7eK7NX85JnS2+5EywB2CBritcyhbeoP+WvQMNbjwO6Y3zZuh5zhQSGh1Cq28wRa2bWrQHIf2c1ragrwVCdprQx9wfN1Wnjc5jctfjqY\/dS\/3x07MngKwb\/edz8W4cKSz4fucoWES8mUdScN7bo6iEMri3se9IOoxlFtWbEx8zrHrHVNFnkV6TODuqv\/Q1bUkF3lRZVN\/sGfPcJzNUuKdzb5eIRhX0zAdRJ+GIoTbnjjsWRinSewcqFfqYNNEL7pmbEDIBkyp\/XCWidZFktFzMbsKKd1t7AqOemdPSj2oQLrqBWjKPThoIgrjdGGDySerwpu2lFfM8tlpkgtAqzs9A5758ery\/qnWugMUyjDvHC\/YUlQXZ53VwHz3TbwD1AYnt\/gd3fPbRX7X9IK0e3lMtsr3Hws8Hxoadp7ks1b\/h+jR\/e1Hsm6eAThmp2lfO4ZMvWqNz1YqRTVF7Mhy35oewcFFUHxnyfrqt8qJybcDEXn15TpyBznlW\/HOFM\/MJwGwuyEKye3uUo1gRuJ3Gvgx3hCTsft5jH\/vVwWd1d+mOLtYYmVx+PUq15XAEazuGLD74zeM8kRyaYVFIiWZgVn6UlTNhdOazsHw0v\/vJTjGVuJJINm+JaCSOelzFCnTVVxxCgRl46K8YK7pUg9zNS3b+ljqhE\/Ildmj85CpfF9cy39S3+W3CSbfxM37dOHQwj1\/LPc5sqNUW6U2OWVYlJnmaM2sq1VKkGwjHLuOQdAH2oxJnRs6+HO6htDxer1JfW20Dtsiyn5qV1bslr2eAZYp8jz9U5D5Sdu4lQSiLdrDv3BRR95PreCl+XxPT32zXBTzGWXWAUgGPUJjhmZFnbGm96wLVMSSqCR0Gvsss5V2x5OHaQoICvdNGBDqbFejqCTZibvMjTL68k7pTsrI2whPj4+vxOPVwtu8iIPti65xd9ifpenSAH4TI1mRz2G+f2cdd7EZdYxBmgrqoypXTs2\/bwf6hHT3egKKuwPAXswFusjazUWjx7kU7Cgi5ERnLryaklVI\/KsR2duEKFuCeG5hFVlRzXwJ2zwa8bDqZE1X8XORZFwOLnymWKGhTg+7Nfu9UOJ6\/HrpXAwL6jEsmSUVPlqGRuAb9FU690Xz02NEvv+ZOCgdKryY2x2OoUc+SfxNA9H0XMKoKnID2SXl813Mw78E7FRnYdL6nLZxSQxEdCu40\/aSHi0JRyG4NWBpnnomYaYhWt+DYjMQK\/dgB1pOETnRUFB4U9X53E+50L8Za2pQ9+OmHDsQEYJb\/O74YU0FQBNX2H9b00JP7lpdHCcwS8MWw4s4vAlmZXJITJW\/0HB7Y97EVwytBzWSOo+AINg0Y\/YjL9N3KixrtogLDbjI1Q+xNhN3DcmTCKBj1aaEbM6WB+FfvN3rWJXG6VfzPqFYO0QkDC7l22YQhvoHw75p+fAZ11LTRPLtO0bUpBtFx78ag25fDHhmyDy2SeQp6gge4aX2cdfCncUC8h0\/M2ziDvekwkk1FRw476+bfkaCOpKAVy307kLbgeEi4a4JGvHNvEMvn9cR5qtOz19d3IzvTqFWdFpk4dXTQc4itb5nM3Q\/71l5FXmdSx9+ozKqRLWIew8PLyp\/sRkiQDX+254HhyaIvqH0uwb+9bwTrr6V+gLO3Zc8ycLhp+IJnJv6yQgvn03BT80VADQJw0UNEvVBHtRj6oWw+IL2ifujT3NxrlF+fCELFmEfPU8A9SC097cv46qHO+uZ8ZyxKF6qUCDfoApmz2wfBA9VJ31F3HImKmcKKI2jUXkPgFV+QL8JZsCk2RuySAKvGPb2atSYEO3h43VGavezJnZszPh0ukxNUsJbrxYf826rI7W+TQ\/A2sonzrrLfs8nCoiC9CT0pkrYJVDNNoS70HTXNLdrQtuaW+pxxbdcIlFYbkX4+v2z2sWkgS4liM7P4zsqSOZBIhGGuM3D1bAM3I6x1tECinKsEyJYM4odOtOFlt398vZLFs7VNpHVR+lfzx6U0mwlC2A3Vkq+3ntSouPX\/gGk9nkVzkx1dexLLysfDN+WQxKMa8A3fZkQ5bAb9QJxyIuLjLDvYY\/cO6nGs59qlU3LZIK49QD7X\/RLz4+tvIHQnX+ZhpDOx8Oe9hV1e1D6oxOfVK76Pj7dcHcX8yRH4\/TJv9c8aVaKXMam6GwBIFUr94Ac3REFg9AG6HOpy8pJkgzTWNHJrvpXzk1M2cPbSIKRWdUomzaveApX3I78UN\/I7Icga6TyerOxpcQhR2iGjlJjX4k\/BaOa4Tn0FAo3DCFFPajKxsCPjUPTYWSvBsSrivb0s994XEVzpb0cbMotxQ9MDpnD1J2fIOIuIi10FWgChZaiTcF+2PhGlIW\/zVjaFmpMOhTh7FLd1gpeqqhVZZQsRu3UnFNFl2PDDcQz0i7X8E2GS8WzBV6hhkBCcJ4rz8V\/5\/vZ6jMTLgGZXBAjz9Z0xsyNY+MLZyVzo2Y9iK7dgzJkxXs+9a0oauk0teldrvqDS\/hln+yHHs4tDYAAE3LvAPI2CFE3ZNl5uNPGxKDEnyInr+27enMRkAkH6PbbAsqAZtvriwx+F0h5RLLZBVnRohj1htinF\/o27K9aJzZibMPdG9pqRhc4Vjygqf62DrZ7cT\/dNguxMZyK8Ud3FGkdDLXxnD7tUYNlaqOqZYYjxr7eo7y1bP3jT4uPRlMm3JediXH5kFFkuNXcsHISHbB5v4vWaFLzS2FS4KX5Din\/6m8Tkw0lIuheFrWTXTjFk1pNxkNvaIt1ju4Zeup8kkcLtYjrBAAUJKIMEVxrmczVM1I8QOToM9gKO6lzuGT4MMHw\/F+N\/Yhxc2SzqjOlFf++M6dDIdR6n3CBIqZ1eRSuFzo2DLdd6N6PSwV+wFPsF1WW9z5vhRJ0KONw+s2HIYWsKrLejfl77S7XhVYYeC2Hvo33XgxifZUQDSAP9gSF3xh31L5kHvXtG5avs5CMjOr+UoDZIMk7FbywZHTvl9DRNMCNZ2C91fITw03h5JIOP7UQgJ506vEmOUjuyotQRPqNiSBVUdENF0zSmpR5dshZtG6Jh2wUQ7\/Ff\/eZ4cbarXTIGvmkSl2AR4BjgfWk2dbRn7FD7bhUtPo7TUKIep9h4PNjosQlpRpID0p+WpzIWWjo5GnPRg\/I97b1NNb5TNiEsHNKEyvZfwd68fgQqC+rI5NNP36H4SgOzaIF0SLplXIFIrBBriVcuGuTVWDzXpg5HO7AZStTlZMs9p35+q00CWKEhZ6iVVOJmkrUjPZwWqACHwSVrxpegxPeViAQjyFHfcHq0plQL183j3BOaElhV0mBlfTXFsCLiQvPXILMHwy3f6I\/nse4Vty6mL3oEg\/cLWghxWUHzFuEGm50Rv6gyNkXiZJTM9by46xA4gC83gXrer6AuVrcGcTdILFSBbx6Reoi58bMcFN9tcomDCQuEl7Xv8Nl5VINoih\/sTfjQHeWhkc9LRTmENgQCrdyY1nFzELV2qps7Z2JF3pCeXpjjzMavOc3f0yvAAB9g6V1UuMYAB+MVoE+OsrVB5Xu8qipw89YPY76rO\/ch28ElQgzTakA5x09AbK7dGV+UOSw5XkXsM\/mEbbBO78tZSoewqQFRW53MJxGY5RnjIXNdPG\/Pl0gWzuII6Debwj3x+oTb4qwUeKGSIMG4zq2Lzs2vHuszsospSHEPJ2Xp1783Lw7ryIc7J8J3QsyCwnfZ2Um2J6PwPjFPD6zhkdt21kWpLRgD2MJ0AJu3cY5rCsLsPYScXbYolQSmSJcZ2tyJXmDlUbr3q3WGEmataeSQvx8tli+C70IQIAMyqYWvxAZ++eSQYiMH+0EWFmiqFmG5DD87ko6DnRjmqHutkwH+wTivxoYRDPuHhPo\/qJ\/B23gUKDWAGoO13y\/HDcftIWug5IFRiTfwEwhJJlVf0uIp6jlDTdwiqm0G1qtju0R6k4RGnGvqqynMzsdCsPeRf30wB4pNV320I9gv7n17U3lS3M\/80C3ikSkbeEADfRSU3+lHQaxQ20JlSX96rnXr4tvVUFMWGKs+oExac018xy0fWyUF7Kzp43iN1THUp+KYZ62VWjvFcOjViSMwoYPbNy6IepDLLPNmFgVkCZzjTArDGlxu0vYwwQXe5boL\/eFSBA9zGu1zI3\/0VlvOApNwao1dly4FwfFV+BCpQijoNU5ob2ohQhkEspDn0isBNavqE7wb2mGRuUDbG+aXsAvHN90zrQF5Dp5I5Vl13oJ3+s8Kapo+jmtC0MmY9IwSa8Az8rYZRunoFTCDUsBKD7wqClCwZ9wumgtdFXBs9Zf9A4i54WK42hEqOv\/Vmd3H0c99mmTlqnAH0f6+3I+UfurMeKQREE7l1vQ\/+sscyVT5+Yd+XUkUS3nXUTnDBcKLOPgudwzLOrgmXdxzehcP7hkVDb6OjTe2zCCK0LIxKg\/5G4+E7oEg2rAVHDS8nF\/rDMOcEPcCQr2KuMSTWHF0SD9xriuBOWFK0mXILQw2vDBqRSu8Ov+wwc0MKEwZPjdnUdry1fZFPx1yOPQ831D8WH76FwqgKk3tmQWhvvkOgFFrq\/Wae4ABLlbI3jCIZyDhamepe+TM7FZUn34okMGzpr2Tk0UZsmEea4WI2kHBeVrylE+Rr0qfH3\/K1PkB20ukZz3JU3Q8qwHTcPSKllNo1LfcXcHCqXNguWfTZ11N51HJjzz3bGsF5tWcFPPlpQPkWJy9bGv6qVdGQMw\/f+5RziQSQC9q4S6lmy6qNv8XznL7QSkHbr9K4WHwjSFcUNhHhVzg6rSOTc1mNHAXdd783PIqtJEz1MSfxA4EXueWd1SMgM7R2TyXxfh3L5uGGIDBdXgAVBt8CZDXKKZKP1vAylBnA0xWfHaWJi3PU8llkPYwhbfZBR0PYfgB2Tv0u\/8GSbasqyxDb\/81+Ia5iIp6674OhAWZYHuTawrIGzmmWqKoaVKQ6erJZ1DDPoVXpyncdpqatCncbM1YKAtl6h9WDjMPBtiR4NTa\/7GcA4Zo3km8evmUlmYlae6Is627KqxIDKP2Rk\/05MkG5CVIR+LQ14KexqUgq6vLZWShUyqX7d48dOUtFDkJtGa7\/1XtJe8IV5GwSX5RGYqtkulHFvdgnBR0+qBVGM2Dh7Y34arwG0JlQoQb1hsYPvIWkW4W7wEtq4S8I8Sig\/XvbOKjM7Rgu1JRrlWNy2CQPBiokZesBsn3sAYAO+s9Dn849VBCsnPlESaUM622\/wyJEirYUENPOaNf8gEAKuJVJBWOiUgpUCTcum4YRaCAotiS6739hrd3+lLN8jK+V9UhsAM+AswplZaESddXdIb9NZluzJCsh3nvLV3mJIdItu79\/SozzPAdIWa7Qb1CiG6NR\/H1hZnJOg+No1gqTXcNYR5Zawzrkj0BfAi2I2ev\/0vHuA+nsJJ7aMS\/g0h\/uIfxL5bn3lBHUniG6ynH\/N7fKr\/L8Y\/R6jIwvRWPRQBiWYbG6Kf23FoLXO6lD4HIHoWCAJnCE565vKBnKUcoEDe8kJhZ6n4CQ5Leazk5FUOG0P0cQmpjXr1cVSc\/yD2GeZciWqmNlyM4z89\/T9EruLcaNNgRiiawR4y6MBZSyheyRcySa4GCGB2b0Rw1KqoTm7AIhDRi7mXB1Paa7k0hOMBBR3bfdoUiYMarMN6KJxsleXt1EsJceBjYTE2hDQ1jHdNSF\/0Pzag44qfn+VDAOanyJ4CrE5GC0betO5knE7a1JSFQMLwreydvcWPtHaKohHEKvjDmoqyVmhuu+Px4dp6E\/ZNGxxlHgcKtZupAVcCXJML7EA5sw7MFduuEf74LhQIypURWJrNb8lUjYz5wyqpc5\/6L6HQD5a\/vO9\/fdcAv8xAGHcNcphXl55f8vNre89vSPYFEEtDgHRfhPVH5ndJatMXyQstaGYElvKFb5T99CPu6Y\/ZY3l2M5JDCmRICrK2uMD1QcXN0K50e004bFGzje606ZFZF23akVWY6Z\/1UaAaPSVuaJB3zLNVbgmxv+SQz1KsxSRdLdeuaWPmx4xhAVdLRDF25V5QrB4kOvHl2856Kk6nB0N1EaTLh9aS\/HYMGkrjTju0AIjAj2X7hzvx3AqkRwWvrEwR1WQ1adzzXrktle7\/2STs2L2y\/Z99qIExzwDQlTU71tazMI1uJDjDQhTaXGMAfyb7WbMYoiFwQ7US6w1yAaGIxQnDe9m9NNrlRvqXVq3NBj1C8UwYCurSHYD2EJPoCRpBHXFRYBeUKhGS3WE47llz0UdmOcxbmi7ZyfWX53L2bT9VgbTlDntPd4irOyByawiRhLJyBn\/DmB7kmVTAfaPUw5CPyysGNJrvxr6QOcLgNEVxHZFi+KesZ2Pxm7ruHV4rKrslwdhWJx\/gF+bC4PvXR1BCGFpChP8BHpw6WJaJ3PsWHwv9h+RGqqhqAW7+HroMwpYmmTAdLW0Q8koOkdx\/0mlyS1KCFwyLfjJTRvg++I+gh6eEv4sdSnE00USYOZ\/qvBBgcjVVPOWJO+Bt\/Shrqk7klonw0GJFYj+lzPOYg4kGLbuR7WaxMNyKhsqgzsFyxjatVp00hbfqEWmFGPgDVR6YYYcUKLgWdIVBsqkx5tGh7z9pXEXsJ1bq2trWmZtsOZmS3kceVFNscCoG0vUVHM759Noq\/DpxS2vX7g7LW3zh\/b9nmqktscc\/iYmUd2gG+Iw46uCUiVUSJOI5iJLoA6FAQ4LSuFcip+08vKUsGgO5v1hnBu+GD2R+EZO3waMPrasd57u7ZkSP7vDYNdpmB3eiHNz6LqUdze03TN8x7CxS5Zj8ZC8TgTPwfXXqpUMngWv7IaIBafF9fq91TYNZCieYDWVkzjBGd1SURMfPdRqTvxUL85qn0Sx5Rn4tC8gUVckPk6xBAGaTd5OXKw1PofBFi2KOmKu4zYo1c+ekLCDACYMCujBWWb7+AtNuSj4C2nlkJs8Ez8lfzoaM+Lbj5Pga1Qk\/MZiLwtvk1hlz\/WOEoAXHR1GIfCEWDEvE+rwvInpBH6xh7FAWwVIFDknl6fxMBpxS9QGGBZHk9HUVRdcrPT6GdV8ELEk5dw9wdT0e9QSE112vlrX4fj6fJnlQe7Gc6rAWDjIPwfVhLB7hOlY5Q\/b\/\/ZeeO38jMDrXA2Bclf9ViQXH0I7M6VRoT2Jd9vzjXDT+hhy\/FnMgREEVapI7g=","iv":"a2333af325b7984ab1c5c245ad90224c","s":"a08703f2f2b897d9"}
Spending priorities across digital marketing channels. Source: Chief Outsiders