"The art of narration and dramatic presentation, together with a keen sense of the oral epic style, became a characteristic quality of the Russian people." —Vladimir Propp, Morphology of the Folktale At the end of a week filled with product launches and press conferences, it's hard not to compare those marketing events. Without even talking about the products, some were much more compelling than others. And it all comes down to the story that you tell, as a company. Failing at that task will greatly endanger your product.