Spielberg’s Jaws was released in 1975 when I was 8 years old. I asked my dad if I could go to the  theater to watch the movie but unfortunately he said no way; apparently I was too young to watch  such a violent movie. My cousin, Kike, was luckier; he was older than me and he was allowed to  go. The day after we met and I asked him to tell me the movie, to narrate it to me. He did it.

He explained to me how the shark attacked the women at the beginning of the movie; he whistled  the soundtrack, he told me how the beaches were closed, how three guys decided to chase the  animal and how the shark got finally killed. 5 years later I finally happened to watch the movie;  although I liked it, I think that the way my cousin explained it to me was more terrifying. Words  happened to be more powerful than images and facts.

I guess that I became interested in storytelling when I was a kid. This Jaws anecdote played a  relevant role. This is what storytelling is all about: telling things in order to modify people’s  knowledge, feelings and attitude. It’s about touching people, making them reacting to what you  are saying.

It seems easy but it’s very hard. I am currently working as a PR consultant and I am in charge of  building compelling stories about my clients and deliver them to their stakeholders. I am not a  creative guy so I have always needed a roadmap that guides me all the way through to build such  stories. I strongly believe that you need a procedure, a methodology to build a good story that can  have an impact on people.

The first thing I need to know is why a specific brand I am working with needs a story. Is it to  engage with its clients, its internal staff, providers, value chain players?  Who does the company  wishes to connect to through the story? This is the reason why to build a robust and solid story.

Once we have defined this strategic goal with the client, I always conduct a profound research to  understand the brand I am working with. What defines the brand, what does this brand stand for,  what differentiates this brand from the competition, what are its attributes, what is its  competitive advantage, what are the key facts that define the brand… My team and I conduct both  quantitative and qualitative analysis to have a clear understanding of the brand or company.

Once I have identified the key elements that can help me to build the brand story, I start selecting  the elements that are more powerful, meaningful and that can contribute to the story we are  working to develop. This are the key pieces we need to collect to put them together in a  meaningful and compelling way.

Finally we start putting these pieces together following a specific sequence. This sequence is the  story we are building and it needs to be inspirational, emotional, touching, and comprehensive,  and it has to simplify what the brand is. This story needs to capture the essence of the brand and  persuade its clients and different audiences that this brand is authentic and honest.

I strongly believe that storytelling is a powerful tool to engage with clients and positon the brand  in a different and unique way. Brands are easy to be understood and easy to be loved when you

tell and narrate them. It’s easier to understand a story than a sum of facts, data and figures. This is  the power of stories.


Spielberg ’s Jaws was released in 1975 when I was 8 years old . I asked my dad if I could go to the theater to watch the movie but unfortunately he said no way ; apparently I was too young to watch such a violent movie . My cousin , Kike , was luckier ; he was older than me and he was allowed to go . The day after we met and I asked him to tell me the movie , to narrate it to me . He did it . He explained to me how the shark attacked the women at the beginning of the movie ; he whistled the soundtrack , he told me how the beaches were closed , how three guys decided to chase the animal and how the shark got finally killed . 5 years later I finally happened to watch the movie ; although I liked it , I think that the way my cousin explained it to me was more terrifying . Words happened to be more powerful than images and facts . I guess that I became interested in storytelling when I was a kid . This Jaws anecdote played a relevant role . This is what storytelling is all about : telling things in order to modify people ’s knowledge , feelings and attitude . It ’s about touching people , making them reacting to what you are saying . It seems easy but it ’s very hard . I am currently working as a PR consultant and I am in charge of building compelling stories about my clients and deliver them to their stakeholders . I am not a creative guy so I have always needed a roadmap that guides me all the way through to build such stories . I strongly believe that you need a procedure , a methodology to build a good story that can have an impact on people . The first thing I need to know is why a specific brand I am working with needs a story . Is it to engage with its clients , its internal staff , providers , value chain players ? Who does the company wishes to connect to through the story ? This is the reason why to build a robust and solid story . Once we have defined this strategic goal with the client , I always conduct a profound research to understand the brand I am working with . What defines the brand , what does this brand stand for , what differentiates this brand from the competition , what are its attributes , what is its competitive advantage , what are the key facts that define the brand … My team and I conduct both quantitative and qualitative analysis to have a clear understanding of the brand or company . Once I have identified the key elements that can help me to build the brand story , I start selecting the elements that are more powerful , meaningful and that can contribute to the story we are working to develop . This are the key pieces we need to collect to put them together in a meaningful and compelling way . Finally we start putting these pieces together following a specific sequence . This sequence is the story we are building and it needs to be inspirational , emotional , touching , and comprehensive , and it has to simplify what the brand is . This story needs to capture the essence of the brand and persuade its clients and different audiences that this brand is authentic and honest . I strongly believe that storytelling is a powerful tool to engage with clients and positon the brand in a different and unique way . Brands are easy to be understood and easy to be loved when you tell and narrate them . It ’s easier to understand a story than a sum of facts , data and figures . This is the power of stories .