Every business, foundation, or technology requires some kind of story. People remember story long after they have forgotten the experience or product specs. All good salesmen know this.
The Internet drives our thirst for narrative.+ Blogs are a narrative.
+ YouTube is video narrative. Lonelygir 15 was a narrative that millions followed.
+ Brand is a narrative -- as brand is based on the storyline a product develops with its customer. Any consumer who has brand loyalty can tell you why he or she feels so strongly about Mercedes, Makita or Kiva. The Apple narrative drives its fierce loyalty and contributes to its 23% return on equity. The same is true for your not for profits brand.
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