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. Must-read for managers on a powerful branding tool of the future Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools Recommended by managers of top international firms Covers both the internal and external benefits of storytelling for a business company INDICE: 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.
- ISBN: 978-3-540-88348-7
- Editorial: Springer
- Encuadernacion: Cartoné
- Páginas: 250
- Fecha Publicación: 01/05/2010
- Nº Volúmenes: 1
- Idioma: Inglés