Lots of people talk up brand storytelling as a powerful method for giving life to your business, products and services. And it is. It’s why we read about multi-million-pound software companies started in teenage bedrooms by high school dropouts, or revolutionary healthcare equipment invented by frontline nurses.
It makes for great PR, but what about using storytelling in marketing? While many talk about how important it is, hardly anyone explains how to actually do it. As such it has become yet another piece of industry jargon – an overused term that is poorly understood at anything but the most superficial level.
