"it's all about having a story to tell" - Stanley Hainsworth, talking on branding.
Here's an interview with Stanley Hainsworth who has been a catalyst for the great brands of modern times. There is a ton of great information about branding here, and a section of storytelling in branding. So if you get confused by all the storytelling and branding hype, read this article to get a clearer picture. I really like that he uses a real company -- Starbucks -- to illustrate his points.