brands can and do communicate in the same trusting way as an independent storyteller. my point here is only that if a brand talks solely about itself, then the audience for that communication is limited. caveats apply. tesla talking about itself is enough for tesla. but the further down the hype scale you go (or the more obscure or targeted the product), then the more incentive a brand has to talk about other things besides themselves. which is why UBS publishes Unlimited and Casper publishes Van Winkles and Equinox publishes furthermore.