To Be A Person Is To Have A Story To Tell

This is an interesting interview about Storytelling, Branding, Vision and Strategy: Storytelling and Branding Interview.

The concept of Story has a broad range of definitions. I believe that more important than trying to define story through the eyes of branding, is to understand the role of storytelling in the branding environment. Stories are the best way to pass information over, to engage and create emotional connections between people. If a brand intends to do any of these things with their consumers (and I think all brands should), then storytelling is a very nice way of achieving it.

It's a good interview. Have a look at it.