Ad Age has a piece on storytelling’s place in the marketing wheel.
Storytelling in a business context is not about telling stories just for the sake of it. Rather, as rational and physical features are becoming easier to imitate, authentic storytelling is becoming a growing source of competitive power. All companies have authentic raw material: genuine, real-life episodes that can be used in the continuous communication of messages and values that appeal to key stakeholders.
While far from new, or revealing, the idea that a daily narrative needs to be woven by a brand’s keepers is an important one.
For an example of a branded narrative in action, see this You Tube video.