With a rich career that stemmed from her first advertising position in media strategy at a big London agency before heading off to Australia to work out there. Nicci now calls Edinburgh home.

I want to tell you a story ….well actually I don’t, but I wanted to get your attention. Brand storytelling is undoubtedly ‘hot’ in marketing at the moment, and it seems everyone wants to jump on the bandwagon, and everything is a story.

When it comes to leaders there are a few names that regularly crop up.

“How can we put out every single forest fire by paying firefighters only $2/day”

It’s rare to talk about marketing without hearing the phrase ‘brand purpose’.

There was a point in time where brands were the aspiration, but in our new world, brands have become entirely subservient to people.