Culture as a collection of stories

The NATIONAL TRUST is a typical British institution, as it is found long ago with the aim to preserve everything we know Britain for: historic houses, moorlands, castles and even pubs. History and culture is at the centre of the mission of this institution. So is telling about that heritage. The National Trust thrives on the support of the British civilians, for donations and volunteer efforts, so it needs ways to mobilize them.

And what is a better way than tell stories about the British heritage? So it does abundantly, as one can see on its website. It even asks the British to join their storytelling on the British heritage: see how they invite visitors to contribute to a poem, started by poet Dr. John Cooper Clarke on the legendary British coast.

How important storytelling is to the National Trust is explainend in a wonderful short video. It is a compelling explanation on the values of stories for brands in general and specifically the Trust itself. A young production company called Catsnake Film produced the video. They threw in a famous actor, Sir Ian McKellen, to do the narration. Whos else than this wizzard Gandalf, creation of the great storyteller Tolkien, can better explain why storytelling is so important in our society? Listen to his voice and be persuaded.