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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Fog, Klaus (Autor), Budtz, Christian (Autor), Yakaboylu, Baris (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2005.
Edición:1st ed. 2005.
Temas:
Management.
Marketing.
Acceso en línea:Texto Completo
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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