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...