I do a lot of thinking and talking about brand storytelling, because a big part of what I do entails helping brands tell the stories of their who and their why — not just their what. For some brands (like nonprofits) the story is a bit clearer from the start. For other brands, however, it takes a little digging. But once the story reveals itself, you get a whole new perspective on an old thing.

Case and point: the humble pay phone.