Storytelling and narrative are all the rage in professional services marketing these days - and rightly so. The challenge though is to know not just the story you want to tell, but also what story fits your brand most neatly.

There are only seven different sorts of story; overcoming the monster; rebirth; quest; journey & return; rags to riches; tragedy; and comedy.

The attached is a great summary of each of these stories and how different brands are successfully using them in their marketing.