Storytelling : Branding in Practice

Storytelling Branding in Practice

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As a business concept zstorytellingy 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 should we tell stories at all? What makes a good story? And h...

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Detalles Bibliográficos
Autor principal: Fog, Klaus (-)
Autor Corporativo: SpringerLink (-)
Otros Autores: Budtz, Christian, autor (autor), Munch, Philip, autor, Blanchette, Stephen, autor
Formato: Libro electrónico
Idioma:Inglés
Publicado: Berlin, Heidelberg : Springer Berlin Heidelberg 2010.
Edición:2 ed
Colección:Springer eBooks.
Acceso en línea:Conectar con la versión electrónica
Ver en Universidad de Navarra:https://innopac.unav.es/record=b3624532x*spi
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.

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