Storytelling is the craft of putting the art in articulation. As the landscape of brand communications evolves rapidly around the world – with newer platforms offering varying degrees of interactivity, blurring lines between core communication functions, adoption of futuristic technology, etc. – storytelling has emerged as a nifty gadget in the marketer’s toolkit.
While this is true for any brand irrespective of scale, global or local, it holds rather special significance for Asia as a region. Historically, Asians have been some of the best storytellers in the world. From mythical dragons to futuristic AI-powered technology – the stories have...