In 1926, John Caples sat down at his typewriter and wrote the iconic ad: "They laughed when I sat down to play the piano, but when I started to play!" That was the world's first brand story. The ad, which was selling piano lessons, told the tale of Jack who played Beethoven's "Moonlight Sonata" on the piano at a concert, shocking his friends and family who had no idea he could play. That brand story brought in a record number of inquiries and coupons, and continued to do so for many years. Nowadays,  Caple's ad wouldn't fly with our busy