The traditional stories from our childhoods weren't just captivating, they were also easy to compose.

They had a beginning, and they had an end. There were heroes, and there were villains. And, invariably, the plot was told in chronological order by a trusted narrator.

Aware of the power of stories to hold an audience, organizations started using storytelling to sell—relying on storylines that made prospective customers associate positively with brands, and detailing how the brand could help those customers.

Whether those stories triggered fulfillment, aspiration, or satisfaction, brand stories played a huge role in influencing the actions and decisions of customers.

Just like your bedtime stories before them, brand stories were simple to narrate through traditional media like TV, radio, and print. Vitally, those mediums enabled brands to tell their story from beginning to end without breaking the all-important plot.

However, with the rise of digital, that has changed...

Digital has fragmented traditional brand storytelling

The ease of narrating a brand's story has been lost.

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ABOUT THE AUTHOR
image of Shawn Cabral

Shawn Cabral is VP of marketing at conversion optimization solution provider Yieldify. He has 15+ years' experience across digital and nondigital marketing disciplines.

LinkedIn: Shawn Cabral

Twitter: @ShawnCabral