Storytelling Branding in Practice /

• Main Authors: Fog, Klaus (Author), Budtz, Christian (Author), Munch, Philip (Author), Blanchette, Stephen (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
• Edition: Second Edition.
• Subjects: Business.; Marketing.; Business and Management.

As a business concept “storytelling” has had a significant impact on how companies can build strong corporate cultures and credible brands. Yet many corporations are still confused as to how exactly storytelling can make a difference: Why should we tell stories at all? What makes a good story? And h...

Table of Contents:

• Branding Through Storytelling
• Branding Through Storytelling
• The Toolbox
• The Four Elements of Storytelling
• Storytelling in Business
• The Company Core Story
• Authentic Raw Material for Storytelling
• Storytelling Applied
• Storytelling as a Management Tool
• Storytelling in Advertising
• When Storytelling Becomes Dialogue
• The Media as a Storytelling Partner
• Tearing Down the Walls.