Once upon a time, communication went only one way. Brands and institutions were limited to repeating their messages over and over. But when the digital era hit, the public began to choose how and when they wanted to receive this information, and brands had to completely reinvent their communication strategies. But one day, storytelling emerged as a methodology perfectly adapted to the new context and brand and institutional communications became a way to build richer and more complex connections with users. This book explains the art of storytelling as a communication technique in all its dimensions to help us transmit messages effectively.