What Makes a Good Story?

“I like a good story well told. That is the reason I am sometimes forced to tell them myself.” ~ Mark Twain

Consider this: the most successful songs, movies, TV shows, newspapers articles and books all have something in common. They tell a good story. They draw you in. They make you feel like you are there. Clearly, most of your audience didn’t participate in the clinical trials of your brand. Most of them weren’t there when an unmet need was realized. But through your story, you can transport them and gain their advocacy.

It’s not always easy to tell a good Brand story. It has to be credible, engaging and, above all, based in truth. A good story should:

• Create clearly defined and well-developed plots
• Incorporate vivid words, pictures, sounds, and rhythm
• Have solid characterization
• Be faithful to the source
• Offer dramatic appeal
• Be appropriate to each audience

And, in the end, a good story needs to help you reach your Brand’s goals. To take a look at some of the stories we’ve told, click here.