Nationwide Building Society Today Formalised Its £2.9 Billion Takeover Of Virgin Money.

After ten years of blanket media silence, Phoebe Philo has given an interview to The New York Times. This is the most relevant part for journalists and PRs. “I don’t feel that there’s a huge amount of storytelling that needs to be done. I’m not particularly into that,” she said. “I don’t feel myself that I need a lot of that from other fashion houses… it’s just not necessary. To a certain extent you either like it or you don’t. Someone telling me a story isn’t going to make me like it more.”

Wait, what? How typically Phoebe, to debunk the current obsession with storytelling. I’ve watched from the sidelines as brand after brand has tried to imbue its dreary, mediocre products with history, back story, any story that will add extra depth, connection, meaning and value. Yes, there is a place for storytelling, but only when the story is authentic. Too often, it’s as manufactured as Bianca Censori’s nudity, and just as sad. Phoebe doesn’t need to tell a story because she is the story, her silence saying more than words could. Since few brands are lucky to have such synergy between product and person, it’s hardly surprising that they seek to fill the disconnect with meaningful connection. Brands, be careful with the stories you tell. As Kategate has so neatly illustrated, people are highly attuned to the possibility of being fooled. Even when they’re not being.