I'm a real supporter of marketers using stories in their efforts to capture the attention of consumers. It is going to become more of a differentiator - but will be thwarted as long as there are some companies who miss the power, intent and value of using stories. One prime example is this one that Rich...! spotted:

Tut, Tut!

Rich...! also referred to a significant post from Seth Godin on the role of stories in marketing:

Great stories make a promise. They promise fun, safety or a shortcut. The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.

Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. People don’t trust the beautiful women ordering vodka at the corner bar (they’re getting paid by the liquor company). People don’t trust the spokespeople on commercials (who exactly is Rula Lenska?). And they certainly don’t trust the companies that make pharmaceuticals (Vioxx, apparently, can kill you). As a result, no marketer succeeds in telling a story unless he has earned the credibility to tell that story.