Storytelling : Branding in Practice / by Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette.

Format:

Book

Author/Creator:

Fog, Klaus, Author.

Budtz, Christian, Author.

Munch, Philip, Author.

Blanchette, Stephen, Author.

Language:

English

Subjects (All):

Marketing.

Local Subjects:

Marketing.

Physical Description:

1 online resource (249 p.)

Edition:

2nd ed. 2010.

Place of Publication:

Springer Nature 2011

Language Note:

English

Summary:

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 how do we tell it in a way that advances our company both culturally and fiscally while strengthening our brand? The second edition of this successful book presents ten new case studies. Written by practitioners for practitioners and students and filled with simple tools for putting corporate storytelling into practice, it provides knowledge and inspiration for using storytelling as a strategic tool for releasing your company’s potential.

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.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-283-25159-0

9786613251596

3-540-88349-5

OCLC:

908670276