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A weekly edit of the stories shaping PR, marketing and modern storytelling This week feels like a reminder that context, relevance and thoughtful evolution still define good communication ... whether a brand is leaning into culture, reinventing partnerships, or adapting its organisational model for a changing landscape. 1. Cultural Currency as Strategic Engagement Example: American Express expanding into Formula 1 cultural experiences American Express is doubling down on its

Some brands spend years agonising over and perfecting their logo ... Oatly perfected their tone of voice. Before oat milk was mainstream fashioanble, before supermarket shelves had entire plant-based aisles, before every coffee shop asked what kind of milk you’d like, there was a slightly strange Swedish brand writing self-aware, mildly chaotic copy on the side of a carton, and it totally worked. The Origin Story (and why it matters) Oatly started in the 1990s as a food scien

We talk a lot about stories ... how to tell them, how to shape them, how to share them ... but what exactly is a story? At its simplest, a story is a structure. It’s the journey of a hero trying to get somewhere, facing challenges along the way, and often finding a guide who helps them get there. It’s ancient, familiar, and human and it’s the same pattern that underpins every good brand message. The Hero Here’s the first truth: you’re not the hero of your brand story. Your

From ancient myths to modern brands ... storytelling is how humans make meaning. Before there were contracts, currencies, or corporations, there were stories. Thousands of years ago, long before written language or nation-states, humans were already telling tales around fires, under stars and in shared moments of imagination and as Yuval Harari reminds us in Sapiens , those stories were what allowed us to cooperate on a massive scale. We learned to believe in shared ideas ...

A weekly edit of the stories shaping PR, marketing and modern storytelling This week’s signals aren’t about bells, whistles or spectacle, they’re about structure. Three very different examples, from tech, creator strategy and brand loyalty, all pointing to the same shift ... communication is being judged on credibility and intent, not just execution. -----------------------------------------------------------------------------------------------------------------------------

There are fashion brands that shout ... and then there is Toast. No flashing sales banners or influencer frenzy or breathless trend cycles, just linen, light, texture and plenty of space to, pause, breathe! In a fast-fashion world, Toast have built a brand around slowness and that is not accidental, that is strategic and intentional. The Origin Story (and why it matters) Founded in 1997, Toast began with nightwear and loungewear inspired by natural fabrics and traditional c

Most marketing frameworks begin with channels. Post more, film more, advertise more, optimise more. We start somewhere else. We start with meaning because in our experience, the problem isn’t that creative people don’t work hard enough at marketing. It’s that no one ever showed them how to think about their story clearly in the first place. So we built a framework we actually use. Not a slide-deck model, not a buzzword system, a practical path from meaning to visibility snd

The Story is rarely linear ... in iteration, album artwork, and why the first idea is almost never the right one. When we shared the new tour poster for McGoldrick, McCusker & Doyle this week, a few people commented on how strong and simple it feels. Three musicians, three beams of light, darkness around them and clarity at the centre. It looks decisive, intentional, obvious, almost. But it didn’t begin there. The Myth of the First Idea The tour poster, and the album artwork

A weekly edit of the stories shaping PR, marketing and modern storytelling No press releases. No hype. Just thoughtful signal-spotting from the world of PR, marketing and storytelling. What happens when trust becomes a strategic differentiator? When big players take opposing stands on how they communicate, not just what they sell? When do audiences start judging brands on what they don’t do, as much as what they do ? This week we’re seeing that play out in unexpected places

There are chocolate brands ... and then there’s Tony's Chocolonely. At first glance, they look joyful - bright wrappers, chunky typography, uneven squares, playful names and loud colours - but underneath the colour-blocking and caramel sea salt is something far more serious. Tony’s doesn’t exist to sell chocolate, Tony’s exists to end modern slavery in the cocoa industry. That distinction changes everything. The Origin Story (And Why It Matters) Tony’s began not as a product

A weekly edit of the stories shaping PR, marketing and modern storytelling No press releases. No hype. Just thoughtful signal-spotting from the world of PR, marketing and storytelling. If the last few years of communications have taught us anything, it’s this: people can smell nonsense a mile off ... and they’re increasingly drawn to work that feels clear, credible and quietly well-judged. (If you’ve ever read a campaign and thought “this is clever, but I’m not sure it actual

Why We’re Launching the E&N Story Fellowship This month, Everything & Nothing turns two. That feels worth marking ... not with balloons or big announcements, but with a pause, a look back, and a question about what feels most meaningful to do next. When we started E&N, it was never about building something big quickly. It was about building something true . A way of working that made space for clarity, care, and the kind of storytelling that tends to last. Two years on, what

How one radical act of authenticity became one of the most powerful brand stories of our time. When Patagonia’s founder Yvon Chouinard announced that he was giving away the company to fight climate change, it didn’t just make headlines ... it reshaped what brand storytelling can look like. In this edition of The Story Edit , we unpack why this campaign worked so powerfully. In September 2022, Patagonia founder Yvon Chouinard released a short, understated statement on the comp

Some nights tell their own story. Not because they’re perfectly polished, but because something real happens in the room between the people on stage, the audience listening, and the shared understanding that this moment won’t happen again in quite the same way. South Side of the Tracks 2026 earlier this month at The Queen’s Hall, Edinburgh, was one of those nights. From the moment the doors opened, there was a sense of anticipation that felt collective rather than performativ

Alice Allen: When the Instrument Chooses You Welcome back to The Fiddle Line, where Scotland's foremost fiddle player John McCusker talks with fellow musicians about their lives, their work, and the common threads that run through a life in traditional music. In Episode 2, John is joined by cellist Alice Allen for a thoughtful and wide-ranging conversation about curiosity, creativity, and staying musically alive. Alice reflects on how she came to the cello, or how the cello p

A look behind our own founding story and how storytelling builds trust, clarity, and connection. We often tell clients that good storytelling is the heartbeat of good communication. Here’s how we’ve shaped and shared our own ... and what it can teach you about telling yours. Every brand has a story. But not every brand tells it well. When we started Everything & Nothing, it wasn’t because we wanted to build an agency. It was because we were already juggling stories of our own

A simple, thoughtful guide to shaping your story with purpose and authenticity. Every brand has a story but telling it well is what makes people care. Here’s a simple, human approach to shaping your story with clarity, honesty, and heart. Once you understand why stories matter, the next question is how to tell yours well. Because while everyone has a story, not everyone knows how to shape it in a way that feels true ... and resonates. At Everything & Nothing, this is where o

In a world full of messages, stories are what make people stop and care. Here’s why storytelling is still the most powerful tool you have when it comes to promoting yourself and your brand. We live in a world full of messages. Every scroll, every advert, every email is a request for attention.But attention is short-lived. Connection is what lasts and stories are what create it. At Everything & Nothing, we see it all the time ... the difference between a brand that lists wha

Because good storytelling doesn't have to be complicated ... it just needs to be clear and true. At Everything & Nothing, we believe all communications come down to two things ... shaping your story, and sharing it well. Here’s how this simple framework can bring clarity to the way you show up in the world. So much of modern communication feels tangled ... strategy decks, social plans, endless content calendars. It can make even the most meaningful work feel complicated. But

Every creative project has a story at its heart ... but it’s easy to lose sight of it in the noise of daily life. Here’s how to rediscover what makes your work truly meaningful. Every creative project begins with a spark ... a reason, a moment, an idea that feels alive. But somewhere between the first inspiration and the practical realities of running a business, that spark can get buried. We start focusing on what we do rather than why we do it . We tweak websites, chase a