"Isn't storytelling an overhyped branding word? Actually, no. Storytelling can be a very important branding tool, if you know how to use it to your advantage."
Well, storytelling is becoming an overhyped branding word, but I agree -- if used properly a business can use it to their advantage with great results.
I really like what the author goes on to say. Specifically, "Engaging your audience emotionally through your story is an important idea to remember, since this may lead to positive psychological co-creation, and effective word of mouth for your business and brand."
The post then goes on to give specific instructions on crafting a brand 'story' so to speak, and gives you homework to do. At the end, there's a short list of resources to explore.
Good points, and very nicely done. This will definitely help you use your stories to generate your brand.