Storytelling : branding in practice
Fog, Klaus
Storytelling : branding in practice / Klaus Fog [and three others]. - Second edition. - London ; New York : Springer Heidelberg, 2010. - 254 pages : illustrations, portraits (some color) ; 24 cm.
Includes bibliographical references and index.
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.
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.
9783540883487
Branding (Marketing)
Product management
HD69.B7 / F6413 2010
Storytelling : branding in practice / Klaus Fog [and three others]. - Second edition. - London ; New York : Springer Heidelberg, 2010. - 254 pages : illustrations, portraits (some color) ; 24 cm.
Includes bibliographical references and index.
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.
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.
9783540883487
Branding (Marketing)
Product management
HD69.B7 / F6413 2010
