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Five brand storytelling tips

Five ways to tell brand stories successfully 

This week is the Society for Storytelling’s 15th annual National Storytelling Week. Events to mark this promotion of the oral tradition of storytelling take place in schools, museums, bookshops and pubs across the country. If I get my way, the 16th will take place in boardrooms too.

Marketing communications is now firmly established as an always-on discipline of brand dialogue, a challenging new terrain ushered in by the rise and dominance of social and digital media. To build interest and advocacy from customers, organisations need to start sustainable conversations – conversations that brands should take part in and can curate. But they need to realise they’re definitely not in control of their narrative any more.