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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 potential.
List of contents
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.
Summary
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 you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally.
Report
From the reviews:
"The book carries branding to the next step, which is storytelling." (Philip Kotler, Marketing guru and Professor, Kellogg School of Management Northwestern University)
"One of the very best marketing books of the year" (Seth Godin, Bestselling author and Marketing expert)
"Check 'Em Out! (...) it's a detailed guide to the creation of powerful sagas that move customers to engage the brand." (Tom Peters, Management guru and CEO, Tom Peters Company)
"It's a big deal to compress your company's story into a brand. This book is the first step on that long journey." (Kevin Kelly, Founder and Editor-at-Large, Wired Magazine)
"While a good story can be a strong persuader, it's not immediately clear what makes it good or even how to construct one. The authors lay out four basic elements (message, conflict, characters, plot) and give simple explanations for what each of these entail. ... The writing itself makes for good storytelling both in anecdotal examples and overall instruction." (Brandchannel.com)
"It's almost like a handbook -- you can easily try out its tools on your daily projects. We have done that already on campaigns and communication in general." (Jorgen Bundgaard Nielsen, Marketing Director, Kraft Foods)
"The book applies storytelling to both management and marketing. It has an excellent introduction to the important structural elements of story telling, which is especially useful if you're one of those people who knows a good story but doesn't usually step back far enough to see the patterns that make it work. I encourage you to read this book from cover to cover. You won't regret it." (Nonprofit Online News)
"I just finished Storytelling: Branding in Practice, an incredible guide to storytelling, by practitioners (Fog, Budtz, and Yakaboylu, to be precise) for practitioners....This book is both wise and practical and I recommend it toanyone who has to think about, and convey, the big picture of their nonprofit." (Gettingattention.org)
