Storytelling: the lingua franca of digital communication?

Stories communicate, convey emotions, position brands and create new alliances. The new trend of digital communication is more and more connected to storytelling. For the media this means getting involved, explaining itself to its own audience, "mythologizing" its position. According to Dave Kerpen, columnist of The New York Times, "consumers do not care about you, they care mainly about themselves. And a brand is best explained if told through stories".