More and more, it's becoming evident that unless your brand has a story to tell, it's going to become increasingly difficult to gain traction in the high-speed, high-distraction environment of modern culture.

But even when you have a great story to tell, as Everquest Design most certainly does, it doesn't mean much if that story isn't told well. Everquest makes laptop and messenger bags. But with a difference.

Each bag is made with authentic materials that come from, say, an America's Cup yacht or a tent from an expedition up Mount Everest, even from the International Space Station. Kind of a cool story there.

Before you go to the site, you have an expectation. There's an assumption that the site will sort of resonate with a sense of adventure. That's what make Everquest bags unique. Everest. Yacht racing. Outer space. Unfortunately, when you actually get to the site, there's none of that emotional vibrancy at all.

We agree with the gang over at Influx Insights on this. Everquest is a lost opportunity. But one with a lesson for brands. Stories can be well told. Or they can be poorly told. There's a big difference.