Storytelling : branding in practice / Klaus Fog [and three others].

By:

Fog, Klaus [author]

Contributor(s):

Material type: Text

TextLanguage: English Original language: Danish Publication details: London ; New York : Springer Heidelberg, 2010.Edition: Second edition.Description: 254 pages : illustrations, portraits (some color) ; 24 cm.ISBN:

9783540883487

Uniform titles:

Storytelling. English.

Subject(s):

LOC classification:

HD69.B7 F6413 2010

Contents:

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.

Summary: 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.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	HF5415.1255 FOG (Browse shelf(Opens below))	Available		B00043

Includes bibliographical references and index.

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.