Storytelling : branding in practice

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. TOC: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

Location
Deutsche Nationalbibliothek Frankfurt am Main
ISBN
9783540235019
3540235019
Dimensions
24 cm
Extent
238 S.
Language
Englisch
Notes
Ill.
Literaturverz. S. 228 - 230

Classification
Management
Keyword
Markenpolitik
Corporate Communication

Event
Veröffentlichung
(where)
Berlin, Heidelberg, New York
(who)
Springer
(when)
2005
Creator
Fog, Klaus
Budtz, Christian
Yakaboylu, Baris

Table of contents
Rights
Bei diesem Objekt liegt nur das Inhaltsverzeichnis digital vor. Der Zugriff darauf ist unbeschränkt möglich.
Last update
11.03.2025, 12:22 PM CET

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Associated

  • Fog, Klaus
  • Budtz, Christian
  • Yakaboylu, Baris
  • Springer

Time of origin

  • 2005

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