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✓Storytelling is not limited to films; stories can be told in pictures, verbally or written, or exposed across all channels from social media to billboards. As a result, stories can help marketers achieve cut-through in a noisy, distracting marketplace and create advertising that resonates with people and sticks with them.

✓Storytelling is about connections, sharing values and emotions with consumers. It is not to dictate conclusions to the customers. It helps the consumers see inside a situation-the world of the story-and the insider of the characters' feelings and struggles. Storytelling includes characters, setting, conflict, rising action, climax, and dénouement. Creating these pillars allows consumers to follow a story easily-and remember it.

✓A great story must be authentic and genuine. Finding that story may require a profound reflection on values and sharing personal experiences and moments with consumers to keep them emotionally connected with the brand.

✓Storytelling lets marketers "get inside the heads" of a prospect's customer. It creates emotions, paint pictures, and channel the desires, hopes, and dreams of a customer. Stories are the best ways to capture customer attention (and hold it), and by nature, they are highly shareable - people like to repeat stories and pass them around because they remember them. To retain consumers' loyalty in today's aggressive competitive environment, marketers must create a personalized, relevant experience and differentiate a brand from rivals.

✓This book includes tens of case studies and analyses of successful brand ads that acquired the consumers' attention. These case studies and their lesson learned will undoubtedly help marketers, small business owners, entrepreneurs, and others to know how to communicate efficiently with their customers using the art of storytelling.