Storytelling branding in practice
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...
| Autor principal: | |
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Berlin :
Springer-Verlag
c2005.
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| Edición: | 1st ed. 2005. |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009460259406719 |
Tabla de Contenidos:
- 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.
