brand storytelling — July 28, 2012 at 5:10 pm

HuffPost: Storytelling is not Optional


arianna-huffingtonArianna Huffington opens a recent essay with President Obama’s admission that his great first-term mistake was “thinking that this job was just about getting the policy right” while neglecting to “tell a story to the American people that gives them a sense of unity and purpose and optimism, especially during tough times.”

She also cites work by storytelling experts Robert McKee, Peter Guber, Drew Westen and neuroscientist Michael S. Gazzaniga demonstrating that “storytelling is not optional.” It is instead an indispensable part of what makes us human.  And what makes brands engaging.

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