New research has revealed which brands are best at storytelling, which helps consumers invest in their product.
The study, by Aesop and OnePoll, asked consumers to rate brands for personality, memorability, and credibility, among other factors.
Charities and technology brands are overtaking established stalwarts for storytelling; with Apple remaining at the top of the ranks, supermarkets are being superseded by the likes of YouTube, Virgin Media and Macmillan Cancer Support.
Cadbury is also highlighted as a strong storytelling brand, thanks to its innovative marketing strategy, which has included high-profile experiential stunts.
Find out more about the research here and tell us which brands you think are good storytellers.