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Why is the art of the narrative the ultimate vehicle for reaching audiences in the Age of Now? Storytelling involves participation, language, images and action. It ignites the audience and encourages them to go on an emotional journey with the storyteller.

This study investigates how storytelling affects brand experience. In an experiment, one test group was exposed to a firm’s story and another group was not. Interviews were conducted to assess opinions.

In the fast paced chaos of daily life, people want brands to be more than just brands – they want connections that provide meaningful relationships. To maximize this opportunity, brands need to show people that they have a personality that is worth getting close to.

Mexico is the world’s largest bottled water market and alone is expected to be worth $13 billion by 2015. With more companies entering this competitive market, how do brands instill a sense of Mystery to a product as ubiquitous as bottled water?

Digital communication is now a table stakes. It’s not a question of will you have a digital component to your business or campaign, but rather how you will use this platform to move your brand towards being a Lovemark. Now that we’re all sitting comfortable on the digital boat, where do we go from here?

Storytelling has been long known to be an effective tool to engage and connect with people. To give you a sense of some innovative approaches in storytelling, here is a selection of methods used by brands in different markets to extend the reach, participation and emotional connection they have with consumers.

In the Age of Now, understanding the combination of Sight, Sound and Motion can help create emotional connections with consumers. Often, the most passionate consumers are also creators, eager to tell their own stories online, making videos for sites like YouTube with their own simple equipment.

The magic we feel as children upon hearing a story never truly leaves us. Research shows that the attraction of a carefully woven tale does not diminish over time and that advertising that tells a story is not only better received, but also registers more powerfully with consumers.

Saatchi & Saatchi Prague brilliantly tapped a cultural phenomenon in a new campaign for T-Mobile that swept across the Czech Republic over the holidays. The ads show Norris in a Czech household at Christmas. As well as being great for a laugh, the ads connect with a deeper back story.