Storytelling is the retelling of events in such a way that they form a meaningful whole with a purposeful message. Stories have been an integral part of the lives of all civilizations since time immemorial, and their purpose is to entertain, educate, transmit culture, or instill moral values. Today, in addition to personal conversations, they are also represented in the media, film industry, literary creation, social networks, theater, games,... Since stories are a favorite way of entertainment for many, it is to be expected that they will never lose their significance. Storytelling is increasingly used in promotion, where it aims to present the company / product, differentiate it from the competition and build its image. Stories can be woven into almost all elements of the promotional mix. Linking the story to the product can significantly contribute to its recognizability and increase in perceived value. Adding meaning also creates a desire to own the product, even though it might not otherwise exist. Almost all well-known brands possess a certain story of their own purpose of existence. Storytelling is a very effective way of promotion in the modern age, when the audience has access to a variety of entertainment content, which makes it difficult to attract and retain their attention. Stories are the main element of increasingly popular content marketing, thanks to which it is possible to gain the attention of the audience, stand out and leave a mark in their memory, which is why storytelling is considered the future of promotion.