Storytelling : Branding in Practice /
By: Fog, Klaus [author.].
Contributor(s): Budtz, Christian [author.] | Yakaboylu, Baris [author.] | SpringerLink (Online service).
Material type:
BookPublisher: Berlin, Heidelberg : Springer Berlin Heidelberg, 2005.Description: 238 p. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783540271161.Subject(s): Business | Marketing | Management | Business and Management | Management | MarketingDDC classification: 658 Online resources: Click here to access online | Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
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E books
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PK Kelkar Library, IIT Kanpur | Available | EBK5598 |
Branding Through Storytelling -- 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 a Storytelling Partner -- Tearing Down the Walls.
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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