Storytelling : branding in practice

Klaus Fog, Christian Budtz, Baris Yakaboylu

Description

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 you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real-life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally.

Content

Latest edition,

Foreword * 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 Storytelling Partner * Tearing Down the Walls