Why Your Brain Loves Good Storytelling - Paul J. Zak - Harvard Business Review

We love a good brand story at Circ Consulting and create brand stories at most of our brand workshops now. They do a great job of engaging the heart and the mind of the organisation and those that make it through to execution can do a great job of capturing the attention of the message-weary consumer.

The more analytical types out there who think this a piece of marketing fluff might like to read this article about what the scientists say about storytelling.