Strategic Brand Storytelling

Stories are the lifeblood of value-based marketing and the strategic act of storytelling has become essential to modern branding. However, our theoretical understanding of brand stories and storytelling at a strategic level is relatively underdeveloped in marketing scholarship. This special issue of the Journal of Strategic Marketing seeks to evolve the landscape of the strategic brand storytelling literature, moving toward a clearer theoretical picture of brand storytelling as a strategic activity and providing a broad managerial lens through which to view strategic brand storytelling.