The Good Comms Edit - Issue #12 - 27.04.26

A weekly edit of the stories shaping PR, marketing and modern storytelling

There’s a difference between telling a story and having one to tell and the brands that stand out right now aren’t just producing content, they’re drawing from something real ... a point of view, a place, a person, a purpose.

This week’s examples come from hospitality, sport and retail, three very different sectors, all showing how storytelling works best when it’s rooted in something tangible.

1. Place as story

Example: Dishoom’s continued narrative-led expansion

With each new opening, Dishoom doesn’t just launch a restaurant, it introduces a story.

From detailed backstories rooted in Bombay’s Irani cafés to carefully crafted interiors, menus and even playlists, every element contributes to a narrative that feels cohesive and immersive. The storytelling doesn’t sit alongside the experience.It is the experience.

Why it matters: In an age of interchangeable brands, specificity stands out. Dishoom shows that when storytelling is embedded deeply enough, it becomes part of how people remember and talk about the brand.

Practical takeaway: Ask ... 'Is our story something we say, or something people can step into?' The more tangible it is, the more powerful it becomes.

2. Personality as narrative

Example: Wrexham AFC’s ongoing global storytelling

Wrexham AFC continues to build one of the most compelling modern sports narratives, not just through results, but through storytelling. Through its documentary series, social content and player-led narratives, the club has turned local football into a global story about community, ambition and identity, it feels personal and that’s why it travels.

Why it matters: People connect with people. Brands that centre human stories, not just outcomes, create emotional investment that goes far beyond traditional marketing.

Practical takeaway: Look for the people within your brand story. Who carries the narrative?And are you letting them be seen?

3. Product as the story

Example: Aesop’s continued focus on sensory storytelling

Aesop continues to resist fast-paced, trend-driven marketing in favour of something slower and more deliberate: product storytelling rooted in texture, scent, language and space. From its considered copywriting to its architectural retail spaces, everything points back to the product not as a commodity, but as an experience. There’s no rush to explain, just an invitation to notice.

Why it matters: In a crowded category, Aesop shows that storytelling doesn’t need to be loud to be distinctive. Depth and consistency create their own kind of attention.

Practical takeaway: If your product is good, let it carry more of the story.Not everything needs a campaign, sometimes it just needs context.

The Pattern This Week

Across these three examples, a shared idea emerges ... The strongest stories are grounded in something real. A place you can step into, a person you can follow, a product you can experience. Storytelling isn’t something you add on at the end, it’s something you build from the start.

At Everything & Nothing, these are the stories we keep noticing, the ones that feel considered, connected and quietly compelling.

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About Everything & Nothing

Everything & Nothing is a PR, marketing and communications studio working with organisations, artists and brands who care deeply about how they show up in the world.

We help people find the signal in the noise shaping clear, credible stories that build trust over time. Our work sits at the intersection of strategy and storytelling, combining sharp thinking with calm execution, and a belief that good communication should feel human, considered and purposeful.

We’re interested in work that lasts, not just what lands loudly, but what lands well.

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