Branding Through Storytelling

Klaus Fog (), Christian Budtz, Philip Munch and Stephen Blanchette
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Klaus Fog: SIGMA
Christian Budtz: SIGMA
Philip Munch: SIGMA
Stephen Blanchette: SIGMA

Chapter 1 in Storytelling, 2010, pp 15-27 from Springer

Abstract: Abstract It is not a particularly happy ending, but we are left in no doubt as to the importance Domino’s Pizza place on their ability to deliver. After all, it is upon their commitment to this promise that the brand is built. The message within this particular story resonates strongly throughout the organisation, giving employees a very clear idea of what their brand values are, while showing consumers exactly what promise lies at the heart of the Domino’s brand.

Keywords: Rock Salt; Emotional Dimension; Good Story; Strong Brand; Happy Ending (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-88349-4_1

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DOI: 10.1007/978-3-540-88349-4_1

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