Storytelling: Branding in PracticeSpringer 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. |
Índice
Foreword | 9 |
Once Upon a Time | 16 |
How the Book is Structured | 23 |
When Storytelling Becomes Dialogue 174 | 24 |
Storytelling as a Branding Concept | 48 |
The Brand Tree | 54 |
Building a Foundation Starts From Within | 60 |
All Companies Have a Story to Tell | 98 |
The Story Hunters | 134 |
What is the Message of Your Story? | 143 |
Storytelling in Advertising | 150 |
The Media as a Storytelling Partner | 194 |
Stop Thinking in the Box | 210 |
Oticon Conquers the World | 218 |
Bringing a Legend to Life | 224 |
| 231 | |
Successes and Crises | 105 |
Stories From Customers | 111 |
Building Blocks for a Strong Company Culture | 127 |
About the Authors | 237 |
Otras ediciones - Ver todo
Storytelling: Branding in Practice Klaus Fog,Christian Budtz,Baris Yakaboylu Vista previa restringida - 2006 |
Storytelling: Branding in Practice Klaus Fog,Christian Budtz,Baris Yakaboylu No hay ninguna vista previa disponible - 2010 |
Storytelling: Branding in Practice Klaus Fog,Christian Budtz,Baris Yakaboylu No hay ninguna vista previa disponible - 2009 |
Términos y frases comunes
A.P. Moller-Maersk Group achieve adversary advertising anecdote Basic Data become Blair Witch Project brand values branding concept branding tool Branson campaign challenge chapter classic Coca-Cola Coca-Cola Company coffee Coke commercial company brand company culture company's core story company's values Conflict Barometer consumer context corporate brand create creative credibility Danish difference digital storytelling dream driving ECCO elements of storytelling emotional employees example experience Fairy-tale Model fighting four elements Giant Chocolate Turtle goal grocers Harley-Davidson hero idea identify IKEA Illy Ingvar Kamprad innovation internally and externally Kellogg's launched LEGO brand LEGO bricks LEGO Company LEGOLAND lives look Meatrix Miracle Whip movie NASA NESCAFÉ Nike Obituary Test opinion leaders organisation Oticon relevant Renault Richard Branson role share shows Stanley Gault Starbucks StoryDriver strategic strong brand symbolic target audience telling told Topdanmark traditional Virgin Cola
Referencias a este libro
Wake Me Up When the Data Is Over: How Organizations Use Stories to Drive Results Lori L. Silverman Vista previa restringida - 2006 |