This just in from forbes.com as retold by Michael Margolis
Storytelling is a hot business trend for a reason. In the face of growing cynicism and distrust, stores are how people decide if they belong in your tribe…. The brand story is what allows your message to travel.
Every brand has a founding myth, an epic narrative that explains how it came to be in this world. It’s important because it explains why you do what you do. If you’re clear about the end product you’re trying to create, you can use the past to help tell the story of your future.