Ed is one of the Founding Partners at Aesop and Director of Narrative, overseeing the strategy and editorial departments. Prior to Aesop, he spent over decade in marketing consultancies and creative agencies, but it was only when he took some time out to do an MA in creative writing that he became aware of, and was excited by, the many links between narrative structure and brand planning. Plans to write a novel were sidelined by a new passion for brand strategy (and by a dislike of working by himself), which culminated in the founding of Aesop, a creative agency powered by narrative thinking.
By Ed Woodcock
Humans experience stories on a different level from rational information, and it’s this deep emotional tie which helps build memorability and meaning into brands over time.
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