In this episode of Brand Story, our president, Steve Gilman, talks with Park Howell, Founder of The Business of Story, about why storytelling remains one of the most powerful tools for building brands, communicating ideas, and making sense of the world.
Stories aren’t just something we tell—they’re how we think.
In this episode, Park Howell shares how decades in advertising led him to a deeper understanding of storytelling and why he believes it’s one of humanity’s oldest and most powerful technologies. From studying Hollywood story structure to helping organizations clarify their brand narratives, Park explains why effective communication starts with understanding how people naturally process information.
The conversation explores why stories help us make meaning from complexity, how authenticity builds lasting trust, and why the strongest brands solve problems instead of simply promoting products. Park also discusses the evolving role of AI, introducing the idea of “artful intelligence”—using technology to amplify human creativity rather than replace it.
Ultimately, this episode is a reminder that while the tools we use to communicate will continue to evolve, the human need for meaningful stories never will.
