Storytelling: Branding in Practice

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Springer Science & Business Media, 6 dic 2004 - 238 páginas

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.

 

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Índice

Foreword
9
When Storytelling Becomes Dialogue
24
Storytelling as a Branding Concept
48
The Brand Tree
54
All Companies Have a Story to Tell
98
Successes and Crises
105
Stories From Customers
111
STORYTELLING APPLIED
127
Kick Starting Your Companys
147
The Meatrix
167
The Media as a Storytelling Partner
194
Stop Thinking in the Box
210
An Intelligent Strategy
219
You Decide the Ending
226
About the Authors
237
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