Everything a company does, says something about it’s personality and values. With in seconds video gives people a lasting impression of a company. This could be dangerous if you give of the wrong image, but it can give your audience a a positive emotional connection, which embodies your brand.
Great Stories package up cold facts as metaphor, so we can get grasp their meaning. Even paradoxes can be understood when logical reasoning fails.
A story meets our needs just like another product. Sometimes we need a coffee to wake us up, other times we need a story to lift our head’s above the clouds helping us see things in a new way.
We learn a lot from stories but not in a formal bookish way. Stories work in a much more subtle subconscious way. It’s as if we have learned through experience. They help us frame the world around us through metaphor.