Adobe, for the launch of its Creative Suite and Creative Cloud products this past May, looked to build the conversation around the overall state of creativity and shift away from software features and performance.

Adobe recognized that using PR storytelling tactics impacts its bottom line.

In my view, it is all about the story. 

When it comes to marketing in 2012, it seems like every brand aspire to be a world-class storyteller.

Why? Because the Web is a medium for dialogue, and with the rise of social engagement, there is a greater reliance on storytelling.