I like this article for several reasons:
1. There are great examples of how to re-think your business into a compelling brand statement
2. The video from Snapple explains the steps they took to creatively engage their customers
Both points engage storytelling. Redefining your business into a compelling brand statment generates tons of ideas for stories to share about your business. And the steps Snapple went through to engage their customers includes both storytelling and aspects of gaming -- both very powerful.
No matter what the size of your business is -- even if you are a non-profit -- there are lessons to take home here.