Apple crowned UK’s top storytelling brand

Apple has been named as the top storytelling brand in the UK for the fourth year running, according to an annual report from Aesop.

The 2016 Brand Storytelling Survey asked 2000 British adults to rate brands against eight storytelling categories, including evoking an emotional response, being authentic, and having a vision or mission.

Other notable inclusions with B2B arms included Amazon, which climbed 11 places to claim second spot, Google in 10th, and Microsoft in 15th.

While tech companies dominated the top 10, the leading social media brands retained a heavy presence on the list, with Facebook (4th), Twitter (12th) and Instagram (14th), all making the top 20.