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Full Description
Must-read for managers on a powerful branding tool of the future. Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools. Recommended by managers of top international firms. Covers both the internal and external benefits of storytelling for a business company. Danish version sold more than 2000 copies.
Contents
Foreword.- 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 Storytelling Partner.- Tearing Down the Walls.
