Fast Company features noted creative writing instructor Robert McKee, who explains how brands can tell better stories.
One of the examples he uses also is one of our favorites – the Michelin Tire campaign. He argues that the baby-in-a-tire is so effective because it immediately calls to mind a story – a story in which the consumer is central.
Another example is how one of his clients, a construction company, began to integrate stories (rather than just raw data) into its client pitches. The company’s success rate skyrocketed from 10% to 50%.
McKee also has a landmark book, Story: Style, Structure, Substance, and the Principles of Screenwriting, about how to craft compelling narratives.