Five rules for storytelling

This article sets out five important principles for brands who want to use storytelling around understanding storytelling, avoiding poor practice and telling better stories.

Five rules for storytelling

Martin LeeAcacia Avenue

Storytelling has become intensely fashionable for brands; however, brands need to understand what they are dealing with. This article shares some important principles.

For some while now, storytelling has been intensely fashionable for brands. Storytelling has even become a hot topic in the world of market research, which has for so long tried to claim objectivity as being central to its discipline. There's clearly something in the water that we're all drinking. However, brands that want to communicate using stories need to be careful. As with many ideas that become popular, there...

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