Storytelling long predates our written language. Perhaps we are born with the notion of narrative -- if not, it's something we learn to appreciate as children.
Brands and experiences are stories in a sense -- the promise of a story, then the telling of it. And customers tell the stories of their experiences to others.
I thought this upcoming Q-Cast looked interesting because of the focus on story-telling: Practical Storytelling presented by Tom Neveril. You can find archived Q-Casts on the QRCA web site, here. (Q-Casts are all free presentations related to Qualitative Research offered by the Qualitative Research Consultants Association.)