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Branding Through Storytelling

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

Abstract

It is not a particularly happy ending, but we are left in no doubt as to the importance Domino’s Pizza place on their ability to deliver. After all, it is upon their commitment to this promise that the brand is built. The message within this particular story resonates strongly throughout the organisation, giving employees a very clear idea of what their brand values are, while showing consumers exactly what promise lies at the heart of the Domino’s brand.

Keywords

Rock Salt Emotional Dimension Good Story Strong Brand Happy Ending 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

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

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