Storytelling is en vogue in the business world. This is a great thing. Establishing a story, and finding fresh ways to express it, are crucial to a company's success. But it takes more than advertising to connect with customers. Companies such as Target, Starbucks, Disney, and Apple know this full well, and they integrate their storytelling into everything they do. They live and breathe their story, and as a result, they engender fierce loyalty from their customers, who, in turn, evangelize the company's products on social media channels. This is a competitive advantage. Compared to their competitors, these companies — called storydoing companies — receive far more social media mentions, spend less money on paid media, and are growing at a faster clip.
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