There has been a sharp rise in the use of storytelling marketing by brands in recent years. Despite sounding like quite a soft and unspecific marketing technique, its importance and benefits should not be underestimated.
Whether you're a football fan or not, you’ll be aware of the fairytale story of Leicester City FC this year. They went from 5000-1 no hopers to Premier League Champions. They defied the odds and disparity in club wealth, using the momentum of support and belief from the Leicester fans and community – and of a horde of neutrals who embraced them – to hold off the competition and take the title.