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Storytelling has never been more in vogue in advertising than it is today. Nowadays, brands are increasingly feeling the need to be seen and understood by consumers and to create a relationship with their customers of trust and identity. This new positioning model requires new tools that make a connection between the brand and the customer much stronger and longer lasting this new mechanism for building a new form of communication is called Storytelling. This article will study the Apple commercial from 1983, at the launch of the Macintosh, in which it will be possible to see how the use of Storytelling made the consumer understand the character and profile of Apple and thus helped the brand to position itself way that would change the technology and computer market of the time.

O Storytelling na criação do posicionamento da marca: a propaganda da Apple que mudou o jogo