Ever since we were children we have been told stories. Now, even as adults, we continue to hear a multitude of stories every day: over the breakfast table with our families, from our colleagues at lunch, from friends over a cup of coffee, or through the media and the many commercial messages that deluge us on the TV, radio and Internet at any given time. So it is easy to spot a good story when we hear one. But it is this same instinctive understanding of storytelling that causes confusion when we speak of storytelling and branding. Because it is often assumed that we have a shared
of what makes a good story, the fundamental premises of storytelling are often left unexplained, and this can cause confusion as to what the concept of storytelling actually entails. What constitutes a story in the first place? And what makes a story good?