Successful Brands are stories told well

The power of story is indisputable. Story permeates every aspect of life, public and private, cultural and personal. A well told story can change lives and influence the course of destiny.

With the launch of the iPad, a whole new genre of interactive storytelling is expected to open up to advertisers. In TOLD, authors Simon Aboud and Paul Wilson offer a primer on the art of the storytelling as a tool for success in business and marketing. Aboud and Wilson are partners in Make Believe, an UK agency that also promotes brand storytelling and works with clients including BBC, Grolsch, Microsoft and Novartis.

The result is a thought provoking read that presents the many facets of storytelling in the context of modern culture.

Aboud and Wilson offer twenty principals of storytelling including antagonism, role, premise, dilemma, subplot, point of view, and genre.  The stories cover a range of forms including poems, screenplays, photo-driven narratives, diary entries and photographs.