Storytelling Branding in Practice /

• Main Authors: Fog, Klaus (Author), Budtz, Christian (Author), Yakaboylu, Baris (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2005.
• Subjects: Business.; Marketing.; Management.; Business and Management.

As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do...