The Good Comms Edit - Issue #5 - 09.03.26

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

Some weeks the signals are loud. This week they’re more subtle but arguably more interesting. Three recent examples show how brands are refining the craft of communication by leaning into transparency, long-term storytelling, and the power of community.

1. Transparency as product storytelling

Example: Tony’s Chocolonely and its open-chain model

Ethical chocolate brand Tony's Chocolonely continues to build its communications around radical transparency in the cocoa supply chain. Through its “Open Chain” model, the company publicly shares sourcing practices, partnerships and pricing structures in an effort to make the chocolate industry fairer. Rather than presenting sustainability as a marketing add-on, Tony’s has made transparency the core narrative of the brand.

Why it matters: Consumers are increasingly sceptical of sustainability claims. Brands that provide real detail and even admit imperfections are more likely to earn credibility than those relying on polished messaging.

Practical takeaway: If your brand communicates values or sustainability commitments, show the mechanics behind them. Transparency isn’t just ethical, it’s persuasive.

2. Long-term storytelling over short-term campaigns

Example: LEGO’s “Rebuild the World” platform

The ongoing LEGO brand platform Rebuild the World continues to evolve through films, social content and partnerships with creators and cultural institutions. Rather than launching disconnected campaigns each year, LEGO has built a multi-year narrative around creativity, imagination and problem-solving, themes that resonate with both children and adults.

Why it matters: Audiences remember stories, not campaigns. Brands that invest in long-term narrative platforms create stronger emotional memory than those constantly reinventing their message.

Practical takeaway: When planning your next campaign, ask whether it contributes to a bigger brand story. If every piece of communication starts from scratch, you’re missing the compounding power of narrative.

3. Community as a strategic asset

Example: Gymshark’s community-driven growth

Fitness brand Gymshark continues to demonstrate how community-first communication can drive brand loyalty. Through athlete ambassadors, events and creator-led content, Gymshark builds ongoing dialogue with its audience rather than relying purely on traditional advertising. The brand’s success stems from treating its community not as an audience but as a participating culture.

Why it matters:In a crowded digital environment, attention alone isn’t enough. Communities create momentum, advocacy and belonging three things advertising struggles to replicate.

Practical takeaway: Look beyond reach metrics and ask, Where can our audience actively participate in the brand story? Participation creates far deeper engagement than passive consumption.

The Pattern This Week

Across these three examples runs a shared principle ... credibility compounds.

Transparency builds trust, long-term narratives build memory, communities build loyalty.

Good communication isn’t just about what happens in a single campaign, it’s about what accumulates over time.

At Everything & Nothing, this is the kind of signal we watch closely, the work that prioritises substance over spectacle.

-------------------------------------------------------------------------------------------------------------------------------

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.

Enjoyed this edit? The Good Comms Edit is published every Monday ... a gentle, thoughtful briefing from the world of PR, marketing and modern storytelling.

If you’d like this kind of thinking to land in your inbox (or want to explore working together), you can:

• Subscribe so you don’t miss future editions

• Get in touch to talk about a project

• Or simply pass this on to someone who might enjoy it

  
  

Good comms is always better when it’s shared.

Written by Karen Anderson - Co-Founder of Everything & Nothing