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Klaus Fog & Others – Storytelling: Branding in Practice 2nd Edition
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Storytelling: Branding in Practice 2nd Edition
By: Klaus Fog, Christian Budtz, Philip Munch
Publication Date: October 8, 2010
Pages: 254
Format: Ebook (PDF)
Description:
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.
Table of contents:
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Branding Through Storytelling
Pages 15-27
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The Four Elements of Storytelling
Pages 31-46
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Storytelling in Business
Pages 49-58
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The Company Core Story
Pages 61-100
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Authentic Raw Material for Storytelling
Pages 103-126
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Storytelling as a Management Tool
Pages 131-160
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Storytelling in Advertising
Pages 163-181
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When Storytelling Becomes Dialogue
Pages 183-203
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The Media as a Storytelling Partner
Pages 205-221
- Tearing Down the Walls
Pages 223-243
About the Author:
Klaus Fog holds a Masters Degree in Business Administration. He has worked with storytelling throughout his career, starting out as Marketing Director at leading Danish newspapers, Politiken and Ekstra Bladet. Later on, he co-founded the Danish division of Saatchi & Saatchi before being appointed Scandinavian Vice President at TV3 (a Nordic television group). Following his work here, he went on to contribute to the turnaround of the Danish national BizLearning station, TV2, as Sales & Marketing Director. From his chair in TV2 he could see how many companies were working in silos to great financial cost. Consequently, in 1996, Klaus Fog founded SIGMA, a culture and brand company specialising in the strategic use of storytelling to build a corporate culture and to shape brands. As head of SIGMA, Klaus has worked with at diverse number of international clients including: the LEGO Company, DT Group, Carlsberg, Oracle, Oticon, Ecco, Kraft Foods and Grundfos. Furthermore, Klaus Fog is an esteemed lecturer and co-author of the book Franchising – a business model for the future.
Christian Budtz holds a Masters Degree in Communication and Corporate Studies from the year 2000. He is the former head of the Student Organisation under the Danish Marketing Association and freelance journalist at the leading Danish youth culture magazine, Chili. Christian Budtz is an experienced planner and concept developer. At SIGMA Christian specialised in branding through storytelling and strategic communication for a number of international accounts, such as LEGO, Carlsberg, Kraft Foods and Oracle. Since 2006 Christian has worked as a Chief Consultant and Strategic Brand Planner at the Danske Bank Group, Scandinavia’s largest retail bank, developing brand strategies and integrated campaigns on a pan-Nordic level – with a primary focus on Denmark, Norway, Northern Ireland and the Baltics. He has written several articles on storytelling for key Danish business publications and international industry leading media, such as BrandRepublic, Brandchannel.com and AdvertisingAge.
Philip Munch holds a Masters Degree in Literature and Rhetoric. He is an experienced advisor on corporate culture, PR and branding. At SIGMA Philip has solved projects for companies across different lines including Coloplast, DT Group, TDC, Kraft Foods, STARK and Carlsberg. Across the projects, he has worked with authentic storytelling as a way of defining the core value of organisations/products to support corporate strategy and shape the brand. Since 2008 Philip has worked with PR and Corporate Branding at the pharmaceutical company Novo Nordisk. He is an expert in narrative and has published articles in specialised media as well as in the largest Danish business publication Børsen. He is also the author of the book Headless Drama.
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