That's not the case with most business communications. So much of what passes for marketing messages, print or electronic, are so bland they're meaningless. Some product or solution descriptions are written in such bloated, obfuscated language they offer little clue about what the company sells. As a result, marketing programs that communicate in corporate puffspeak are outrageously expensive because nobody gets the message. By contrast, marketing programs based on storytelling offer a high return on investment.
Stories provide context and meaning, exactly what marketers strive to do.
They have the power to strengthen or change corporate cultures and generate superior business results. Part of the solution included visualizing the kind of story the division wanted to see written about it in the business press. The story would highlight the group's innovative spirit and flexibility. Management then developed ways to change the stories that employees and customers were telling within the division. They began to more closely align communications with the success story they hoped to see.