Andrea Migliano, an anthropologist at University College London, has proven that the value of being a good storyteller goes far beyond the superficial. Turns out the Agta not only valued storytellers, they valued storytellers above all the others. What struck me most about this study is just how primally important storytelling must be in order to achieve such a status within the Agta. Again, marketers all know intuitively that good storytelling makes for good branding. If the Agta people rewarded the storytellers so profoundly, who's to say that storytelling brands won't get equally rewarded?

Source: Forbes December 07, 2017 21:11 UTC