Titlebook: Storytelling; Branding in Practice Klaus Fog,Christian Budtz,Stephen Blanchette Book 2010Latest edition Springer-Verlag Berlin Heidelberg 2

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Klaus Fog,Christian Budtz,Philip Munch,Stephen Blanchette

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y of illustrations and easy-to-use tools.Recommended by manaAs 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 s

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Authentic Raw Material for Storytellings a chapter in our core story? Does the story activate the core of our corporate culture? The better the company is at ensuring that even the smallest story supports the core story, the stronger and more consistent your brand will be.

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The Four Elements of Storytellingable with our families, from our colleagues at lunch, from friends over a cup of coffee, or through the media and the many commercial messages that deluge us on the TV, radio and Internet at any given time. So it is easy to spot a good story when we hear one. But it is this same instinctive understa

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The Company Core Storymplified way, it shows why it is so important for companies to have a core story—something that becomes a motivating beacon for employees, and ensures the company communicates a clear and consistent message.