Book 2010

Storytelling

Branding in Practice

Authors:

ISBN: 978-3-540-88348-7 (Print) 978-3-540-88349-4 (Online)

Table of contents (10 chapters)

  1. Front Matter

    Pages 1-13

  2. Branding Through Storytelling

    1. No Access

      Chapter

      Pages 15-27

      Branding Through Storytelling

  3. The Toolbox

    1. Front Matter

      Pages 28-29

    2. No Access

      Chapter

      Pages 31-46

      The Four Elements of Storytelling

    3. No Access

      Chapter

      Pages 49-58

      Storytelling in Business

    4. No Access

      Chapter

      Pages 61-100

      The Company Core Story

    5. No Access

      Chapter

      Pages 103-126

      Authentic Raw Material for Storytelling

  4. Storytelling Applied

    1. Front Matter

      Pages 128-129

    2. No Access

      Chapter

      Pages 131-160

      Storytelling as a Management Tool

    3. No Access

      Chapter

      Pages 163-181

      Storytelling in Advertising

    4. No Access

      Chapter

      Pages 183-203

      When Storytelling Becomes Dialogue

    5. No Access

      Chapter

      Pages 205-221

      The Media as a Storytelling Partner

    6. No Access

      Chapter

      Pages 223-243

      Tearing Down the Walls

  5. Back Matter

    Pages 244-254