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1. Introduction: The Ancient Art of Storytelling and the Language of Marketing

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Author
S M A Moin
Published in
Brand Storytelling in the Digital Age
Publisher
Springer International Publishing

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Abstract

Storytelling inextricably links to our human evolution, providing us with the means to survive against the odds. For its astonishing power to communicate and connect wrapped with emotion, storytelling has evolved from ancient art to contemporary marketing science. This chapter sets the context by highlighting the power of storytelling as a language of marketing and brand communication, touching and influencing all aspects of our lives. As natural storytellers, human beings behave like storytelling animals. It has ingrained in our psyche, with researchers arguing that it is not something that we as human beings do but something that defines us. The opening chapter provides a roadmap to navigate through the rest of the chapters, inviting you to join the debate on the role of brand storytelling in the digital age.

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next chapter Brand Storytelling: A Review of the Interdisciplinary Literature
Title
Introduction: The Ancient Art of Storytelling and the Language of Marketing
Author
S M A Moin
Copyright Year
2020
Book
Brand Storytelling in the Digital Age

Print ISBN: 978-3-030-59084-0

Electronic ISBN: 978-3-030-59085-7

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-59085-7_1
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