Creating and growing the value of a brand in the digital age through storytelling. This is the objective of the publication, which offers new concepts (tellability/narrability, imaginary moment of truth, brand value telling journey) and a new framework of brandtelling for professionals in the fields of marketing and communication as well as the community of scholars and students. The authors, Francesco Giorgino and Marco Francesco Mazzù weave the concepts of branding with the dynamics of brand and corporate storytelling to create a dynamic framework from both the theoretic and operational points of view.