5 steps to compelling digital brand stories
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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8cN7CjS0j9UXSQMBMyzm0j1M66EuXAmvODyVOWU35SUiPbhuz8R3fjQdmi9tQkPCoNmKpBhXwmp7XgvzgIjkK5UU3dEyjB3bEVNGpYzxDHzCfxxZot4LObaTYxonrHX3JbjO926XCpuQFUiuyMP7UZgLYSScF0RIBW8o1YegnEnarT2JxAV5EBQfMf9QliH7YcqN+bO7mz7\/QZFAf1voTdVwVv8DtRguh\/M9ZWYc9BL6UgNf9TfU7P7kzFyFgZP9K8+sBk+1ZcZNgJ9jtd+asNUiGVUrd9ecMfkB7UfssBSHZzV3KO+n+2Uxg8FCdf6YIPzNkQynmU7SnZ20Mmm4bWkpNJhMNwlHg6Vfv6t1ufpj\/pVMIqVxzy6ZfYzvyTo9JKRZzNPXKtjUd8C\/wLIa\/fvOdvrJQfsJISpF3N4frBjdOxgmtHdzvPTN19ux1yrjqhcUEIIFyA4Wxd5GXBH3zSXHNNIMZq4aSItO2+cehwaxU9bnogkGbumTwonFiJL5ynIWk+gVfMSGbtoA1QSMnTzVsmqfK9sJ6eLq87Y7cXi6Do3IMBsQPoil1igOKr27RkkrTePLAnlKrimVNXoZQr4rugJm29dO2TxgssWayyqRaYT6YdVIcikpz1sJ\/URBjeEXOXZD9oDpXFJ7vrXt24VGg+inXUL\/RKGlmBH1It7pRLs1ENfE\/CSLCRc+\/j94lk+Lzud+JnTdbcVJ3e2Z12RXdkhVUdeM0Efl9ZgyjZAhzfI9LU8Y9Y3zCsMMP67gDi0whn+TO8ndefzhupJard4RSJ7vq\/PttAXKKNLHp0BGm1caQBwxI2kmQDLjpm2H587pYLBsWl\/Me3gnLYfq+qn2EL8T2JChbwt9BavE7l5\/HpDjg0zUAkHde41xsCO1Fx2SVSxxjl0\/tUdiphFmRbz4KQVj98sWNvUHULwPXYNsdwtL0oz3oAPUJ4\/HzKisbhmnr84ik9+kUVNK\/xhiRs46HrXd1t4IyR42l4aRwb1cgkAgzojKhPdOZR0TCQPmfdHMYJ9BDpONoItyj4\/FwPhj6oekYO7OV2B6g4+dB3Dj1JljYTrrML9nJk3zuhIAuOTFXDHA\/HF4RbGfRPMCg7lArIheO74vcxhaiKW9W1B+GuzkJ7J6ThmhqHai6st54ohDdYSMXy2OI4bv\/V6uNQpdrBukvrgkpkRcpkHokTneDMG21AQzpvvfupL8LNTIfZDkuiKLN8NDwEKgTpkkrLW\/JTW7f2OgmgZ3icXiRWu32PIgZAaHrkRp5eSEg7HV1k8x4UExqLaTb25jqLAWKnHcqV0DlYtj4BK2P3y0e4WUtEYKUHM7mqbhdPjN\/CCx9aAqn4x08bSgkwC655qEGVfXrzyXXwSpTsM5zOE4MLrVimA9swQUoT\/e2\/wvWNEitiiPd3wjAheux5FofE\/w7yovONTTed1wII832W17\/MvClW1uz4FbYbuHaWjQ\/Xcea\/FT+t8o7BHC\/WpApa6\/hRfa603Z5gamQ+N4\/v13A0H3zxVBWaCyPVi1YoJxLS0lVxVbbAyL77TBB0gRKJYHSkEyiloSnmYPKqNwTGAFoRyi6jX21ylvLbWbLf\/\/iVYTsNzXftqbzmW5TiNM84WrEHRM0w9oefr2InVlooyRnel5FofBJYiLyYSKk5P075a8xyXkUoaofpbdb5vE4fnfBam9h6g5CbxXHvPH32U5ZN6me8Md4GCTxhs8MTFGnS68cf4YSRtTXF1rhfz+3RXUnqWsM5wUCPZFndPymYFmqrCancq9U35dXIW5S0p4IcVR2+wjAbbz0k6aWTW2Pb0m+zeB55VcwD3Q\/sbqGh\/sGNcMHW5XT8rLAEc93eCZeGCIRtrHvfe3SVnJ5u\/w5FWmXt1s6Ehfzl8gWBeOEyMFslY8ZXV01zHzJwX2dxE33Stfxoejo2lXPBhrSFAt21Ay0wiRGm++JlfbGjI3QEncuPbLYPiipTFOwvSejJFv4tit1LzH\/Rbkus3zucHcV8enmBjsgjmfzp6MH9Sh7J9YlNz1F771vRuOB+sklZq4LZWRYbrqqzqvFmWT7bWccRLAnO\/xTeiW6jS2sgqqxqaxM6oVrNIiHPpX3aAcnKsr7D3dHS94wsb4A39X\/qriuet1F\/O6mzRz+aicTryNorl8XUPv9IplkyMGf9cuSlGhZu+arOmUWq8tBKTlbFF8WhoGsdMn6nAj9QKnzsQrbX72V7cwgO642sbOWpyOOu4l0hF23netCYfr0AMUpFYbyKfn5i4hBTr6EH3p2EAjebuNLZFW64aarg6TJ1mgDr6Ygsp7R2EdI0hFKg5WKw0rnDiPEriFz1Cgadu5ClK8WJ6iQwbWY5ZS3g7ujYdfWraMaNSEWp72gP5j5oR3T7IUZikPZwZ4QM7mXevsEZ+u5RI17OAn6IYSACdShHRWsrGWhWNDaGHonvkWQ\/LocUJUOcipzc0r6GGnjYzKOahBwa7JZ9WSvBKxZsG\/CE0XR61ioW2bAvA3+x0IBR4667\/qDVm3Ytb9f2+hugVceDD\/N668+yUIqiztwTAumXIfx9vlKoWY3FYk1yL\/Suj4CkVOhu2W+yO\/UzHPUaNyzI9fEvixBOMQWiF701ra\/xKJPBGGlG02uZx8ckh9MGOEl5d6KZTlQatCo33cpoxxV+nErpTw+TtDuDe+DEfDBNRzAmQdK2k7qMmse63Ey5fhy4MllrfRENBWvSg3MUq3SBvAbi9MapOnLC\/YatPHWtSFE+vu0obuD0B7rP5VkCboulMvmhuG25rP78t2bn2fnJP9M\/lPf39EaC1o8QvhBV7oelK\/wK6DUG1SUQnBm+XggsdlHAOMrxykW42Ev2DexE+cuVk138lz4QZRSTZjXsoc+\/\/t1zIg43IluAhi2Ydnz1es\/QkEgKn\/i+Ypw4TuT4rYcAAUkGFIsjOzu9qeNLU1CDl6Z7kqwa5SOBYrZ4cLphiJsekMNlIvyZohEGfyPL02cwOJLfDPtUH2w\/WrvLRXtrlaLZfNXr6t5JQIIBKEmcgiHhJnjqEhj3RHhSwT5ibhrbQsHPcQ\/4tdu\/TU6haYal82qFpY\/cTe1XbEKTM8SXRY+pZeq32tQgvVU3Ekz0+tNoL7hHTfqAFwhaH\/uomVVipynKW5xjGAFTdkZKGiTmxSnsioRPq4rz2vwVkPDz7MjvylGdr5MbJZQRzgtXOSVVBTt4b63HkCHrnkZqdU2LgllhJsC8Re3e7ecWXsbYOw9Mizhj9AYZekSlVgvI+xebsSee\/PqpwAg0\/khYZ\/KLwYqjjLjEAKw2FUJ3IVSIREUF6t5PblM8N7LCEq6\/A2kId9\/pyDwKmDZNC1b8fhp1yI75Ni+\/40Ndsm5\/rbaLe5f3WCVrcdz4j4ZN8mGaQbYo9P6qqBNQs7SGS1EQTXQCPjuav0Y3tALJZPU3vYEnKUg5WJHE4XTH\/KIzIfAVuySDBHsOV9L3w0Rb16bknRbDYGi4RzvTj5VQHDYb3vfftmnS74InfvEICEe8+NEWxUZetNGC\/mJC60a67FkZQ0Di4nI\/tI0eLeBzgutGcobDdkBUfkxW3j\/QQjL4EUEsJNveKgGvZpBpTpvAdSEXqxO4hE\/yOWIdLpC2vT8rIq2H5078CHv5V4hjDixmS9T+KaKp2U4eAVOc1\/enWcMZHN8T0V+A+SHcFy3n1XYWSuZ+fe6ZPFg1SVR\/3cu2AS21abWHX2l9Nw\/yiLnKoYCZ0K3f5bVBfdflg8aXBJM7vvhP77M5SklJ6GHLJYc16vhC6UU\/KqmnOIbuUDNfUl++Gvp9eY0heo\/55E0eJE5cUqA9\/k1\/vkmksi1B6dUjB2MwhNmrxJmGbdEqQ5sf3\/dCwGnGnCXk8eiDOmWiv457B8BCJW2whJqwPJABnEa3Kv2P8VTrr68+qSxAxeXKr4fVTMcxLTgyGRYGVbMMIy8wI6QGuWOrjbQlIG0shxaKUm5fSLA+FkV8ErD5\/fhLJRsK+wyNeL8IJWTNaBWBap3ZpVa\/QDkHjFtfTgjC4BWu5ULkynxvIRpQPJaH+qobps3\/P6w3+wrghtHIG8LyBbqh\/rdbDXxdSCExg6ty6eAo8HFXEpOdncijo4ejofhjdmlTud2B2+kbjuI5RDjo0UdPa5xs7\/7iozolZeTJiuk0Bcc5zql\/VnvIQzvVPUO3vSXsTJDcGVqxzeKAZfSSL6kN2S7RUx7OY\/EjEmySHQj7AKBt71qxvZIYEAMUnY3ke+nGU11pPkchdr+QFq9tVJodIdfIBnhjLZ+Ec3vuMBUINCEr5LI8dj6wl7osoCwS2PmvRyEAJnNcCZOt2d0klSIEV3Qh8D\/ySo2XquEaoRpdZRu2FaZTBJ8eEUFUw4dCLoBMF+WHrTafr5dcLMSVVo+A\/F7xwZucKsbZpxx39Bvna1gWUNRgOy2ZGxyqyPilvOy1BcMR4DBWUY1efbBR8vDNZMTN22Qvlx64kDWQXDT2swvbZQUcC2TrpxBe1yJjNjkJjOllOpgNQt4r1PkQ5fSfsTr7Z727WyfBG24Qa7igaS7oJHNzfG\/AKduD9aPgUbUJ2bU4C6OOf9NlLKG0UVcM7Pj2yjnQtHM4lNseRyTi0vfh3g7boFnA9Y74ZwhMQB4SMqpJxciZrOdXdUB3nw6myiVFRUTdgvbP6WAhp+Cy\/2+QLIsnCfS5+7377lUFzNTBXyDxjkvSjg9bvYN4tA1xVxZyBTnELg7pAi6Bu+s0KMT3heuUFh+BFFcmc7zjrtfdGiRqrb0khydJnU0hd+JXRAeir4ahWd3B5JaLPTeeboAPrrONlmZArEqVp7vNsQ5DvVLKhrH8w8u+MC1WFyV3klaWCTuuIgzvQHvMYnuQroaJv7O8G5YDOsvh34eIHM4fbeXmtDLiGAArPpE3htw648be2fV3LIAZckrHzBhntPAUHQYpKiv0gEahmb7+saUlMaXS1TEqdNviwaD5K1bg24DoOWWzyDL3V+3XC8i8nGxoCIwXs7LQ8CfViENoe8rU841wTnlNRzoQ8ElJk4zEJZ75pDuy68aZMWT7dVMWRuV64ImhLTVMF3467U7gAc6DNDooQVzp9oC+3AHpObH4NU7kSCXUdpA87JQsjYkcNQzNgdMx0Z2LME2\/m0NPByEJKTiu5LHhaZHT9WyhvHBAFPQ8Hkb6pC5aEUBfuT8DxsxecWFvQ8RcwRGtWMfwHsUIT50yLibkqLN94+oTNI1cipOxcLvgt\/pao3HWU5ntg+10lN11BEw8YeVjwilsidGxORRywnhZfsDJPC4bj8bjfc\/CcoYnCKm2NfjFCAYSMsJRaGJef0Kog2tzv4pq1dwNsM6arjTMjiP0mF7S7lPCt36+dpplGY1z3ATx+ofdTRpgiZz7VNhzvBFD9V2nto8m8pUoDhUy5EeHAJnNAx1gPLA\/8HRHhT2zZJtQjtnQzl\/xeuYMQscnN97gdttZCkrBs00Wu0YdKoi\/1TUxqy8pDyilSWDl\/6Xo2zHoWIfkY77Zh7xYJAONkL4b7Wm+gNmvUGUrRe5y3fDsNaJFNIbShSrYGSyFMqtCEW5v\/Gax1jwMspYBmxvresr6JpPJk3BrcxTL043OsmUeODLOR\/3uJhY4zoPX3Ke\/gnzcUGJGGsveP6RXb5TA\/AeI+NBtuKRAS3WudUQx4S+SdXtr3Nh\/xdd2alie7\/2kpDO+xjprgCDgdQH+f00Arsv0aLjDCm49nDE3\/BtSRsNfS5cmwfBaPPjvk7zXS0NRomqFe0RMA2Pk8YhfGdBnRmYKJsPHCMdBcLE4L1OKFAX0ZJp1VOt11mvnZ3NOLsln1Wwsof39AM1RcbnZlQHLMZoYr7\/a5gPEsJpCN\/JMvmJRky35w+ocOlTxt1nBTjw0b9eUfAm31OiYPoGeeaLwHswGvKEvlyIhIGSioKIQLX\/zEuN7qKVqQ7p5A0MbhfdLQtRAKgj+rTLWmLbtY\/Gc25\/eSjObAYYPohYtz8dnn\/QRlkEsrrkoIVfTO75\/rFb4EFTfMsZdFgUO7vCRkpdUSznY7CxVrBG7Mf\/yYCcrlO8mAGmCIGHLrNTELtsPqcPDuQ8SvOVyqN5M\/TWTrvHQsE6WzPxrSwGg2x67S8sDTTBOANFasGGvg+5OoybdfdFLYEx0F9OR8D8VPJGVCMoPjxpRJtW2sPL50oVDnMjvAGvW9HtvrCDS\/CPjzLPwqkyMXeKjqB0TX4XMW8aS8WIUZlV3YKz3Gp\/OHMSpq5DR9WiUTzduvagxRDxmnCz8sTxk8e4Ppg7\/b4ps9ry+KNrkGvEZu+TInkmLQ44+fK+rneW\/qUTrMxwo8V3EW\/HCJaAffXoT4UgftqkYoIRvhx8mAwYlhwp5St6DZv+AKHN3GNPqKoPnwGzL+OIaVUB5G0Z9Jca7ZIFAYU+WiDE4YfDbRC6oLIfNgBVndQeqz8clFxS9GBlim2WVe8YhuG51wqoVPOiY0pMCnze\/QrKRqncaGPq0iVP9QUNNZs4NZvkKAORJmtpKZT6jrY6As1i9gnCp4Uim0i6p8EoGLeP2v\/O2mcFunoU3iltJwAS0sPtDO9vWhrsJXb3kZavMgblFFTxvrZICIXL31EY\/R2B6H\/JWbrwQOrGECNGQHB8jSWTNF7p2w\/mCgP3g1mbJ7J6s3vfuKszkEu4\/jhwScMJKZAN0qMVl+2iwQTtPMzwh+hK8O8Ucg0oSh+e+wjPhwmVFSOeJrFU7Ga5jDxgf7+y7NYSYEv5cle3LP+dja4idrmBOODQ7JzksTF2TxiXc\/aXjsw3SLWEBOK1U6ewVuqXNP2CKhYEMIAZQORmQ9IcNAtloBTtkg5MlDRo4XdazxUBuUDxDRlp45nEqj359uxSIkFnU7mesqCDOBH5OPRn6oJTVU0LbwYBWCWgZaQbi897Vk9J422t503kjOzFn5UglAGEic31NLcB7b6MYFq0KdDx9ORjE7dT\/GtZ9WZVXwktFW19U3hg\/YtYC\/\/QERjSP10IaCtcfottq8wYmg95fG0cyMh0jFWUfzJW9T9TyodLzTAicxD4pTQnNjdjSYXXhaGZHN6WFOAUl+oE5xPjTDL+Er+cUOQF1CjvgNjNndFzRf4KTYs9mZpB6kJStnzh8sWGfmf5s\/wCqh\/nrBh1oRPQdP\/ABODsp+QMhslfOO9IKwSO6rSIY3+dJGk1UABv+WmjXV3K5nZuWFJAv3FMeoCnKJ9iD80RousSNt6jE\/LJDk0nzbayLhqdyyhINGTOIdcTLVxXj4tQFEsX5ziw1WvQX+27MjolOO8RmaZC86lZ12OcdwO7xwM3a2yFeoZYc8Y3WDKHRHpQDMu5lBgxmpS4WOS4B7z2s7mb+bKxAmWOs8KOnAROwFEcdy5hPZInH\/Xj12oqCJVVC8QSIleCdtrhfc48Nt\/6njyyMzRnMfOoBAJj0HbRDv1zKvCVRhMEmJH2Ws481h05oEKIsoEAfFfc4x0655HcO\/ZLVYXuC6swEhe4FeIWPhJjpP9v\/LRB8rmjquRJ+xUIZaGxuItO5ZoYHN0hGUbx7X5mP03jdj\/p7LmSrDQWoTGMg25sqywkaH1WKgLkLPibyNwuhfV1CF822qJbMKtzBV3KDrIkzBZdeINQJK9fJ3MisrGsnTwCZy\/7vb\/iZdwuVs45xjUOTxf\/pQI0DwyCFkHUtgGZC7mXubVqpBlZzzd3NPBx+xWHaWb4yZx5h\/jEPb8uKXxaSnXmG2HoWZvH1mE4voN0qHkk40DR4wI6TjeYYG4FTcQd82T0pnWYDNt2sIZqK0fbAUMvAvlNxau+zLIPzWFn+WNippT493X7sLsR1PohEnxJI9ymmZph+YCVQaoT1\/ORPZpK8Re5oIHw0J46mkwf6HMLLbjF3bNruKapCSjYmoTkeN6x7s4hgq1PffJFLZynW833p1izMy+O5l65b6tFnN4vgKKhuQSHWwAzXSCnDQVOKE6qB+aZBXNeyzdt3XA\/NsGulL3VvncS1TfhvxyNOJxMn4JuoVKsiU2bIh0X9wJBb7Rd0wErbn53BNWnihPUKfdwEBj6gl9cn0MoYjAb\/OajlqSLK7h69xaC1j67PSJd\/tryU4hLHvUjmXFbVe1xOAI4mryoWSouhcxmsRdkIiZPh2GvyDMT9GW4O8zwbjhTyJJKFRF\/J5sBPSO0SyGehDzVl2ier9OWJudeKjqzXk4zHCXTqN28d\/w96RDThb9Lb4HV7YcIUpi8RWPnHxTqZYvPhmdJXACbqFh\/+3P6L6THqXwjVEZEhPuIK7ITz5h\/EF+EUytPbhwpyyAEht9+xcDrQxEjZEGp0C3XWq9yIeUoymyAlZWC6DxOYHEonuZLCiYznu9K7\/9i6OEa2upoUjgFxgen\/keAsgwImZ\/rtoSKWLAhvsYS8Y8R2FmtwMjse8zBEYENAmZ\/SU0rzF0yIagMEyTIcTfRa69EhXmhZiR7g0xTvZWdWWNc2ylMp4jQP4lLksUPHEbTfrNBPiAHes+m3ooP3Pw28i3h49tgEBLo\/GVE06mEN21fXELSnfGDCbmWbaSikovBLqniNfRYhBthJ2eJbxY+Tq809Rik4UxAY+2bTt2eJN1fKPzul6gV6C12fY4DVPpHbld4YadSH8zFbolkQW0CoKtKhjlYsL+pCYxUqDXEEGJbh4mJMJ3Ub7B8XtjmDmWxAkO6J8H4gXGt9rAYLpM6gVm75LFtozwZ+Xfkb4gWu2\/huXkajgVNWpxvYIyQr8vrFIxEbYGJkWcBvZJUnMy3wdze4vt1QlGDg2jqFnqA5da+AB7\/WX8w08H17VBGpEANKYvqmkM0x8kz5jDKVe8wRKgfEINcHZAdbqZ4Umq12+n2K3IMngF\/oRW3xVBk5Fvdgu5W2DsWl9i2PgFpxWglg05\/zM4SuiTnhSHAXOaMQ84ZtrmqapmZYMXW1N2hXTDhXbBuyGLvbxNEbbOXIUuo1CU6erM8giujUYMh1P975INfiy7BKWY2e3qSycy+1oTiFcdhUyt9BjK56q4\/Tn1JhnKBip29w5uiyJe9P+AA29BLa+Hb5fvo4Hkxl9ixWlsccjo4ivra5hRUVxxOHa5IgSs\/d7IncJcf\/X6e7FzzlXt1gbz0oMybVJRXvO6exWKI+Lby3KiimP1QRBxHN4tFTy29osD3id+RlFRPOnmSK7mBtsyi3JylI+r8OsV+h4+UU2k7M++tJP5tXj5vRx9CNcJY2jyZD7pKkTlb\/gxfRBRzS0tVwLWLR9MvGvBUc9AL8c47y6yjUDYE0vu+doA4XQD6js+lQWAts0jr1W7xmvt5aRcAVE5trYbRPXRuz3HBEvC0RS13kd6rO5Qc5C\/xwM5tgqz4tM4QKit5vzKb3RgW3AsKC5jrebJst8l6tWBJ8bTiBlSQA5olgbx6ux4zWL\/JoAjdM7adgZofUuTCXBCWaVxl+Nje8kUNbWKIOSQag0H0DlBr\/mk\/dh6ctFedt7SNtzLeIQwuf1jZ\/qIogXpYtY8FLrsySV6acKdrnpv\/OFhHbYkLHJCE2fyBBnVdFSxGf0zA6lUK7CkhaYstfuCeXi+3Mi1zSZ3b6gGHGPZkjZXJe0ffJDEseCMrP4TVD2+I6bpqw\/pkbSLhaSnTpI3p\/zr7ohP2IS0im13PNbLQURBr2mC5uz\/UM2siivSSgLFEhtaknCr06ao98bAS\/RZkej8lgGHw2ef2vzA5N2rubgq\/o6ZgSNfd9Mm8MMmP2oRM1R\/ImikvIHqrKZPEeJ7gCyRXak2RentGl9uVphBrtBB8j0Akgr9IM+OTeqYzopLeqxXCQBzTi4rQz49bgHm2ilakIMqqkcjyZwnLSmlL6DpQx7980gkv+ZXLON4XUVDult7X20kkDpnbLhTiymQOoqkeycatut6jmbHX7ITKGwkNjPCe7EqegSdikdRaKpa2UPuONWowqnQgSGtd7nho5gk52EPIRRANIE0kCJ8l4\/Ie7QNER5XHOiLPhnGXCR\/7WP0ivWcZz57hhia0tY9jnznjBMjnd6kl+Q1bnYUE5C2\/1O0vfgtZHeiANKKWRWEltuIGNtrwOJPgY6jEWgBbC3qXCcuQL3VdhlE9SZQfxvtnCFakrMwfyRFacDwXmvMkK+Vo0VdI28maa4pjgds4xdy\/UEV+xZCeSEGJUId7Gv5Fjf6Nj78nQIc6DJV5UPh\/l0r9cbRkf27xW\/vdhHhQSZYpC2VWfSoeTT3NT8xcYCkOKP4CuKjFCluMopdBJDZWejVq0p8A4PVJxLMprZNqGo0m2ZeCdneD6Wbte3TOe6aCVtMEGNKZCpNFCqrjQICbpI94O4PL50ojpUNom6wCnQK5RAUzofOn34hhw147aLr5vtG8lW8t+g3zYVbPp1eXeFtwjlJT89d16ESMwWDqPSGfFQLKx5nFiU8FEkDU2tx0G73eVq0eBLquEdgZIqQCUu0agDoWm7JpCt60QbA\/\/fc+CartFpd6w=","iv":"a0a89cba7f874346ab36a2cfe95ff132","s":"c08848a32d379783"}
Spending priorities across digital marketing channels. Source: Chief Outsiders