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This post couldn't come at a better time. I've been talking to brands a lot about being the chief storyteller for their brands by synthesizing what they hear in the digital world into a brand narrative. And though I'm mainly speaking in the B2C category, what you've shared here about B2Bs is really insightful.


Hi Valeria,

Inspiring article. I felt this as kind of content consulting, free of cost.

Thanks for sharing useful information.
I have joined as Fan@ConversationAgent.

I couldn't agree with you more, Valeria

Robert Dickman, in a 2003 article published by the Society of Organizational Learning and the Massachusetts Institute of Technology, defined a story as “a fact wrapped in an emotion that can compel us to take action.”

Story certainly is what causes us to become personally involved and create greater degrees of engagement in either personal or business communication.

I have written more about the effect of story on mobile advertisng at http://mobilemandala.com/2009/09/27/ten-reasons-why-mobile-advertising-has-not-reached-its-potential-6/

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