Endless notifications, crowded inboxes and content coming at us from every direction, it’s getting harder than ever for brands to be heard. That’s exactly why storytelling still matters, perhaps now more than ever.

This was the focus of a recent Chartered Institute of Marketing (CIM) member-exclusive webinar, “Why Storytelling Still Matters in Modern Marketing – How to Get Ahead Using a Hidden Superpower,” led by CIM trainer, lecturer and author Anthony Tasgal.

The session challenged a familiar habit in marketing: our tendency to rely too heavily on facts, data and rational arguments. While these are important, behavioural science tells us they’re only part of the picture. If we want to truly influence and persuade, we also need to engage the emotional, intuitive side of decision-making, what’s often referred to as System 1 thinking.

In other words, facts inform, but stories move people.

From “infactuation” to influence

One of the standout ideas from the session was the concept of “infactuation”, our overreliance on facts and figures in the belief that more information equals more persuasion. In reality, it often has the opposite effect. Overloaded presentations, data-heavy messaging and endless slides can dilute the core message rather than strengthen it.

Storytelling offers a powerful antidote. It helps cut through what Tasgal describes as “attention spam”, the constant noise competing for our audience’s time and focus, by making communication more human, more engaging and ultimately more memorable.

Why stories work so well

Our brains are wired for stories. They create structure, context and meaning in a way that raw information simply can’t. As explored in the webinar, stories:

• Simplify complex ideas
• Amplify emotional impact
• Spark curiosity and engagement
• Make messages easier to remember

Or, put more simply: numbers numb, but stories stir.

The session also highlighted that all effective communication should have a clear “Golden Thread”, a consistent, compelling narrative running throughout. Without it, even the most polished presentation risks becoming disjointed or forgettable.

More than just case studies

An important distinction was made between stories and case studies. While case studies often focus on what happened, storytelling goes further, building tension, insight and meaning that draws the audience in.

It’s not just about sharing outcomes; it’s about shaping a narrative that people can follow, relate to and remember.

What this means for businesses

For businesses, storytelling doesn’t require big budgets or cinematic brand campaigns. It’s already there, in the origins of the business, the challenges overcome, the thinking behind decisions and the experiences of customers.

The opportunity lies in how those moments are communicated.

A few practical takeaways from the session:

• Start with the message you want people to remember
• Build a clear narrative thread through every piece of communication
• Focus on what matters to your audience, not just what you want to say
• Use real examples to bring your message to life
• Avoid becoming a “deckhead”, over-reliant on slides instead of substance

A human edge in an AI world

Perhaps one of the most interesting points raised was the role of storytelling in an increasingly AI-driven world.

While technology can generate content at scale, storytelling remains a distinctly human skill, rooted in empathy, nuance and lived experience.

That makes it not just a communication tool, but a genuine competitive advantage.

At a time when attention is scarce and trust is hard-won, storytelling helps brands connect with more clarity, more personality and more impact. And behind every product, service or business, there is a story worth telling.

The challenge, and opportunity, is to tell it well.