Here is a quote from a fascinating article I read by Harrison Monarthin for the Harvard Business Review as it relates to storytelling as a strategic marketing tool.
“Storytelling may seem like an old-fashioned tool, today — and it is. That’s exactly what makes it so powerful. Life happens in the narratives we tell one another. A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.”
The article goes on to cover a great deal of very useful information ranging from the success of Budweiser’s use of the Freytag Pyramid in a recent Superbowl commercial, which was a prominent storytelling structure that can be linked back to Aristotle and Shakespeare.
A worthwhile read for sure.