Storytelling

Branding in Practice

  • Klaus Fog
  • Christian Budtz
  • Philip Munch
  • Stephen Blanchette

Table of contents

  1. Front Matter
    Pages 1-13
  2. Branding Through Storytelling

    1. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 15-27
  3. The Toolbox

    1. Front Matter
      Pages 28-29
    2. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 31-46
    3. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 49-58
    4. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 61-100
    5. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 103-126
  4. Storytelling Applied

    1. Front Matter
      Pages 128-129
    2. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 131-160
    3. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 163-181
    4. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 183-203
    5. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 205-221
    6. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 223-243
  5. Back Matter
    Pages 244-254

About this book

Introduction

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.

Keywords

Advertising Branding Corporate Communication Marketing Public Relations Storytelling Toolbox business management

Authors and affiliations

  • Klaus Fog
    • 1
  • Christian Budtz
    • 1
  • Philip Munch
    • 1
  • Stephen Blanchette
    • 1
  1. 1.SIGMACopenhagenDenmark

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-540-88349-4
  • Copyright Information Springer-Verlag Berlin Heidelberg 2010
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-540-88348-7
  • Online ISBN 978-3-540-88349-4
  • About this book