Your corporate story needs to have memorable characters.  (GE - Jack)
Some companies have two stories - one external and one internal. The problem comes with the fact that the company may come accross as hypocritical if the internal one becomes public and it has different story to tell than the public one. Be sure that the stories are sort of consistent together.
U dont have to be a CEO to For. 500 company to tell a good story.
The story cannot be a fiction - they must sound true to consumers and employees.
Margaret Duffy :"it can be grand theather but it also needs to be believable"