Abstract
ABSTRACTStories, some say, are the coin of the marketing realm. Telling stories sells stuff, or so the story goes. The inexorable rise of narrative, however, raises questions about the veracity of the yarns marketers weave so artfully. In an academic discipline committed to integrity, probity and truth with a capital T, what are we to do with storytellers who bend, twist or otherwise manipulate the facts for persuasive poetic purposes? This article argues, with the aid of a worked example (a keynote speech at the Academy of Marketing), that a case can be made for fiddling our accounts. Story arcs don’t arc themselves. They are beaten into shape. And beating means bruising.
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