Storytelling in marketing denotes the telling of a story involving a product or a service. This is one of the biggest current trends on the marketing scene. Storytelling in marketing appeals to people on an emotional level and arouses enthusiasm for the brand. Every customer is able to identify with a story about a person or an imaginary being. Through brand storytelling, the protagonist of the story being told is of course then associated with the qualities, value and characteristics of the brand. In this way, the customer not only identifies with the protagonist of the story, they also automatically identify with the brand itself. An emotional connection is created

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