This one is going to be interesting. I'm putting 'storytelling' out there as a marketing cliche that I might hate.
It's the not the word itself, and it certainly isn't the concept. But people are throwing the term around nowadays to describe basic communications work that really doesn't deserve that level of kudos.
Storytelling isn't writing press releases, or updating a website with infographics, or even creating fancy videos to show off the great work your brand does for charity. To be honest, I don't really know what it is - but I do know a story needs characters, a plot, a narrative, and should have a discernable tone that's appropriate to the audience. Only then should it be communicated (in a compelling way).
So many agencies talk about storytelling that aren't spending the time developing all the elements. Only a few are doing it well. Are you?