The Power of Storytelling in Marketing

Abstract

Storytelling is a resource that in recent decades has become increasingly important in the business world, being used to promote products and services. Although the term is recent, it means "storytelling", activity which human beings have been doing for thousands of years. If today we have access to stories from the last century or even earlier, it is because they are effective and endure due to their ability to evoke memories. In this article, an analysis is made of the term, its evolution and how companies have successfully applied it.