Introduction: The Ancient Art of Storytelling and the Language of Marketing

Abstract

Storytelling inextricably links to our human evolution, providing us with the means to survive against the odds. For its astonishing power to communicate and connect wrapped with emotion, story-telling has evolved from ancient art to contemporary marketing science. This chapter sets the context by highlighting the power of storytelling as a language of marketing and brand communication, touching and influencing all aspects of our lives. As natural storytellers, human beings behave like storytelling animals. It has ingrained in our psyche, with researchers arguing that it is not something that we as human beings do but something that defines us. The opening chapter provides a roadmap to navigate through the rest of the chapters, inviting you to join the debate on the role of brand storytelling in the digital age. Keywords Ancient art, positivistic-brand paradigm · Interpretive-brand paradigm · Brand-centric mindset · Customer-centric mindset · Brand storytelling myths, mystery and maxim