Big companies throughout history clearly show that good stories have a really great power over the audience. Thus, some stories told by some world-famous brands such as Red Bull, for example, have been passed down from generation to generation for years and make them more recognizable in relation to similar brands. And even though corporate communications and branding of both, companies and destinations in Croatia are still quite underdeveloped, there are still a certain number of both who know very well how much economic profit and competitiveness they can earn by using this powerful tool that we have and take for granted. Those few companies and destinations, which is the focus of the work infront of us, are well acquainted with the theories that will be presented below, and through them they strive to present the spirit of the product (which in this case is the destination) and make everyone who comes into contact with it stumble into that story and make us live with it so that we would want to return to it again and again. It is important to say that the public will always have some impression of our product, service or destination. It is up to us whether we will leave everything to happen by chance , putting out fires on the way and spend resources on it, or we can use these resources to clearly define the goals of communication, which will make it easier to act systematically justifying the initial intentions.