Stories have characters – heroes, villains and mentors. They have a setting. They have plots that unfold over time. And they have themes. The same must be true for story’s function in marketing. Brands that make themselves the hero of the story waste opportunities to become relevant to their audience. Customers’ worlds revolve around the customer, not what a brand sells. Companies need to evolve stories that help customers identify their problems, find a solution and help their wishes come true in the end. You know, to live happily ever after.