Storytelling Branding in Practice
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...
Autor principal: | |
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Autor Corporativo: | |
Otros Autores: | , , |
Formato: | Libro electrónico |
Idioma: | Inglés |
Publicado: |
Berlin, Heidelberg :
Springer Berlin Heidelberg
2010.
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Edición: | 2 ed |
Colección: | Springer eBooks.
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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.