Branding Strategies for Success (Collection)

Chapter 3. The 10 Functions of Storytelling

Storytelling is both a simple and complex activity.

Storytelling Lesson Number Two: In the End, Storytelling Comes Down to Two Things: Connection and Engagement.

Whether it's a shaman relaying his vision around a sacred fire, a tribal elder handing down his people's oral history, or a marketer pushing his or her newest line extension or service, it all comes down to these two fundamental elements.

The first task of any storyteller is to make a connection with the audience. Success and failure are defined early in the game. Lose the audience, and it doesn't really matter how important your story is. Think about the difference between Al Gore, former vice president and presidential candidate, versus ...