Ebook: Storytelling: Branding in Practice

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.

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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.

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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.
Content:
Front Matter....Pages 1-13
Branding Through Storytelling....Pages 15-27
Front Matter....Pages 28-29
The Four Elements of Storytelling....Pages 31-46
Storytelling in Business....Pages 49-58
The Company Core Story....Pages 61-100
Authentic Raw Material for Storytelling....Pages 103-126
Front Matter....Pages 128-129
Storytelling as a Management Tool....Pages 131-160
Storytelling in Advertising....Pages 163-181
When Storytelling Becomes Dialogue....Pages 183-203
The Media as a Storytelling Partner....Pages 205-221
Tearing Down the Walls....Pages 223-243
Back Matter....Pages 244-254

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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.
Content:
Front Matter....Pages 1-13
Branding Through Storytelling....Pages 15-27
Front Matter....Pages 28-29
The Four Elements of Storytelling....Pages 31-46
Storytelling in Business....Pages 49-58
The Company Core Story....Pages 61-100
Authentic Raw Material for Storytelling....Pages 103-126
Front Matter....Pages 128-129
Storytelling as a Management Tool....Pages 131-160
Storytelling in Advertising....Pages 163-181
When Storytelling Becomes Dialogue....Pages 183-203
The Media as a Storytelling Partner....Pages 205-221
Tearing Down the Walls....Pages 223-243
Back Matter....Pages 244-254
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