Eight principles of storytelling

Storytelling exerts a strong, almost magical hold over the human psyche. Stories have the power to entertain us, touch our hearts, and illuminate the world we live in.

A well-crafted, compelling brand story is an ideal way to get the word out, connect with an audience, and inspire loyalty. Apply these eight principles as you create a story that will help people remember your brand—and maybe even fall in love with it.