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Storytelling : Branding in Practice / by Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: SpringerLink BücherPublisher: Berlin, Heidelberg : Springer-Verlag Berlin Heidelberg, 2010Edition: Second EditionDescription: Online-Ressource (254p. 28 illus., 26 illus. in color, digital)ISBN:- 9783540883494
- 650
- 658.8 23
- 658.827
- HD28-70
- HF5410-5417.5
- HD69.B7
Contents:
Summary: 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 WallsSummary: As a business concept “storytelling” 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 how do we tell it in a way that advances our company both culturally and fiscally while strengthening our brand? The second edition of this successful book presents ten new case studies. Written by practitioners for practitioners and students and filled with simple tools for putting corporate storytelling into practice, it provides knowledge and inspiration for using storytelling as a strategic tool for releasing your company’s potentialPPN: PPN: 1650940912Package identifier: Produktsigel: ZDB-2-SBE
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
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