Great storytelling has always been the differentiator among great brands. Unique Selling Propositions and benefits, specifications and price are all helpful, sure, but they are few and far between as competitive advantages go these days.

Today, the battle to win minds – and ultimately market share – will be won with stories that lever emotion. And to connect with customers on a truly emotional level, you’ve got to engage them with stories they care about; tales linked to values few of us would refute, such as the championing of Equality, Freedom or Self Respect, to name but three.

The art of storytelling is as old as communication itself. It’s how our history is passed down and how people share their day with each other. We all know someone who spins a yarn better than most. The good news is that once you define it, a great story can be spun across all spokes on your connection wheel – product placement, online content, promotional, whatever.

“Corvette Summer,” for example, isn’t just movie about a man trying to get back his stolen car. It’s a brand story about freedom that’s linked to America’s most iconic automobile.

Pepsi’s “Forever Young” campaign offers us the universal saga of fleeting youth while subtly de-positioning its competitor.

And Grip’s own campaign for Budweiser in Canada builds chapters in a rulebook that engenders male leadership.

So, heard a great story lately? Let’s hear it.