Gary Vaynerchuk is becoming one of my favorite content creators right now. His book "JAB, JAB, JAB, RIGHT HOOK" says a lot about the current state of what it means to tell great stories about your brand.
One of the things I'm learning from him is how impossible it is to be fully in charge of what is said about your brand. There are too many conversations happening on social media for big/small brands to even think they have the power to control the story that is being told about them.
This video is a perfect example. It's not a video put out by Starbucks, it tells the story of one person who worked there.. but it's great storytelling and indirectly says something positive about the brand that they would never say themselves.