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9 January 2006

Stories go back as far as humankind, for the good reason that the world is incomprehensible without them. By establishing relationships between things, a story permits meaning and memory. Plain lists are notoriously hard to remember: stories and theories act like mnemonics, allowing elements to be strung together and interrogated. Uniting emotion and intellect, stories can recount a complex technological narrative with breathtaking economy.'

Simon Caulkin, writing in the Observer about Storytelling: Branding in Practice by Yakaboylou, Fog and Budtz