Richard parker
This is a post by Richard Parker
Edge’s defiantly ginger strategy guru Rich is a fan of Copenhagen, Steak-frites, George Orwell and Paul Simon. Not necessarily in that order.

Brand storytelling? That’s so 2010. Welcome to the era of brand story-making.

In an age of peak content, diminishing attention spans and increasingly discerning and sceptical consumers, Edge's Richard suggests that brands shift their focus from storytelling to storymaking. 

So what exactly is the difference between the two and how do brands make the switch?

Read Richard's opinion piece here.