What's the story? #8 – why storytelling will always be the key to building great brands. A MacGuffin is the name Alfred Hitchcock popularised (if not invented) for an age-old storytelling device, that he used frequently in his films. Not something you can order at the Drive Thru. Rather, it is an object, person or even piece of information that helps to move the plot forward, and compel the characters to act in a certain way. But its actual nature is not necessarily significa