Ed Pilkington from Diageo talks about the need for consumers to connect with the story behind their products and cites two differing brands, one new and another with 185 years of history.

The thing that is interesting and probably true for professional services brands is that the "old" product is not allowed to rest on its laurels, it is being re-invigorated continually but always with reference to the back-story. It seems sensible to me that the same would be true with Business to Business brands. All too often when you go to a professionals services firm website the story starts with having XX professionals in Y offices across Z region.

All organisations have characteristics, history and values that differentiate them from their competitors it would make a lot of sense to elocute these through stories to form an emotional connection with clients.