Storytelling:
It is the activity of telling or writing stories. It is interactive. It presents a story, or a narrative and it encourage the active imagination of the listeners.
It is a fundamental part of being human because it creates an emotional interaction.

Brand storytelling: the use of storytelling technique to engage with an audience and shape a brand identity beyond traditional marketing approach.

Ex: post on social network, public speaking, emailing…

Important today because consumers have a ton of content everywhere, so we need to differentiate. Be unique and unforgettable and it provides value. It is used to draw people in and make them loyal.

Examples: Disney, Airbnb, Rare Beauty using Tiktok (new tool).

à Storytelling has become a MUST in brand’s communication strategy
à Storytelling allows brands to connect uniquely with their customers
à Storytelling is used by brands on social media especially on Tiktok to connect and engage with their community.

Flash briefing