Every company needs a strong identity that consumers can latch onto, support, and share with others. Even businesses with excellent branding won't achieve the reach that they're hoping for if they never grow their business' awareness.
If done right, storytelling can be one of the most beneficial things for marketing and advertising of a product and can help companies reach their target audience with maximum effect.
Some businesses, a relatively small number, have managed to survive for hundreds of years. They persevered through wars, depressions, plagues and catastrophic weather. Their secrets to survival are worth paying attention to.
Increased scrutiny of social media platforms is a good idea. In fact many tech executives, including those from social network companies, are speaking up on the dangers of social media's influence over our lives.