The stories that built the world’s biggest brands.

A cancelled flight, a chartered plane, and a blackboard reading “Virgin Airways — $39”. How Richard Branson told an airline into existence.

From a boy selling matches by bicycle in Småland to flat-pack furniture in every home — Ingvar Kamprad’s story is the brand.

Ferruccio Lamborghini built tractors — until Enzo Ferrari insulted him. The grudge became one of the world’s great supercar brands.

A $40 late fee for Apollo 13 — the founding legend Netflix told for years, and why it worked so well as a story.

Street performers on stilts in Québec reinvented an entire industry — by changing the story of what a circus is.

Anita Roddick opened one green-painted shop in Brighton — and told a story about business as activism that customers wanted to join.