Do brands have a story to tell? I think they do. I have sat through many marketing strategy meetings where people have wanted to leave their brand and its values to go to what they perceive as a bright future. The downside is that in the process theycan end up becoming a 'me too' brand with no personality.
Ultimately a brand’s story is not just something businesses should refer to every time they launch a marketing campaign or issue a press release. It should be the foundations on which a future growth strategy is built.