Storytelling : Branding in Practice
by Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
| Year of publication: |
2010 ; Second Edition
|
|---|---|
| Authors: | Fog, Klaus |
| Other Persons: | Budtz, Christian (contributor) ; Munch, Philip (contributor) ; Blanchette, Stephen (contributor) |
| Publisher: |
Berlin, Heidelberg : Springer-Verlag Berlin Heidelberg |
| Subject: | Markenführung | Brand management | Narrative Methode | Narrative method | Markenpolitik | Corporate Communication |
| Description of contents: | Table of Contents [external.dandelon.com] ; Description [swbplus.bsz-bw.de] |
| Extent: | Online-Ressource (254p. 28 illus., 26 illus. in color, digital) |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index Title Page; Copyright Page; Table of Contents; Foreword; 1 Branding Through Storytelling; Once Upon a Time...; When Emotions Take Hold; What a Difference a Story Makes; Values and Emotions; How the Book is Structured; PART ONE: THE TOOLBOX; PART TWO: STORYTELLING APPLIED; PART ONE: THETOOLBOX; 2 The Four Elements of Storytelling; The Message; The Conflict; TEST: The Conflict Barometer; The Characters; The Plot; TEST: Tell a Tale; 3 Storytelling in Business; Storytelling as a Branding Concept; Corporate and Product Brands; Storytelling as a Communication Tool A Holistic Approach to StorytellingThe Brand Tree; 4 The Company Core Story; Building a Foundation Starts From Within; The Perilous Quest of Companies; CASE: NASA's Core Story; From Values to Story; StoryLab: Developing the Company Core Story; Would Your Company Be Missed?; TEST: The Obituary Test; CASE: Coca-Cola's Real-life Obituary Test; CASE: Whopper Freakout; Screening the Basic Data; Internal Basic Data; 1. Companyvision, mission and values; 2. Companymilestones; 3. Employees' stories; External Basic Data; 1. Market trends; 2. Customers and key decisionmakers; 3. Partners 4. Opinion leadersDistilling the Basic Data; Formulating the Company Core Story; How does your company make a difference?; Your Message; Your Conflict; TEST: The Black & White Test; The Conflict Barometer; Your Characters; Goal:; Adversary :; Hero:; Support:; Benefactor:; Beneficiary:; The Classical Hero; Your Plot; The Acid Test; TEST: If Your Company Was a Fairytale; CASE: Carlsberg Boosts the Team; Searching for Carlsberg's Core; Anchoring the Core Story of Carlsberg; 5 Authentic Raw Materialfor Storytelling; All Companies Have a Story to Tell; Employee Stories CASE: Nothing is Too Much TroubleStories About the CEO; The Big Bang: Stories About the Founding of the Company; Milestones: Successes and Crises; Product Stories; CASE: Fidel's Favourites; CASE: Accidental Corn Flakes; Stories From Working Partners; CASE: The Art of illy; Stories From Customers; CASE: Stairway to the Stars; CASE: Shoe Love; Stories From Opinion Leaders; A Few Rules of Thumb; A good example; The more concrete the better; A good story ""speaks in images""; Numbers are boring; Storytelling and history are not the same; The StoryDrivers of the Company PART TWO: STORYTELLING APPLIED6 Storytelling as a Management Tool; Building Blocks for a Strong Company Culture; CASE: A Playground for Idea Makers; Make Storytelling Your Co-pilot; CASE: STARK: Business Solutions RightUnder Their Noses; CASE: The Story Hunters; TEST: Who Are the Heroes of Your Company? ; The Symbolic Significance of the CEO; TEST: What is the Message of Your Story?; A Tool for Knowledge Sharing; CASE: Sharing Knowledge Through Stories at IBM.; TEST: Kick Start Your Company'sStorytelling Circulation; Marketing the Corporate Culture; CASE: Hondamentalism 7 Storytelling in Advertising |
| ISBN: | 978-3-540-88349-4 ; 978-3-540-88348-7 |
| Other identifiers: | 10.1007/978-3-540-88349-4 [DOI] |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013522911