Authentic Raw Material for 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 5 in Storytelling, 2010, pp 103-126 from Springer

Abstract: Abstract Once your company’s core story has been identified and developed, you have created a strategic storytelling platform for your brand: a compass for all internal and external communication. Every time the company initiates a new communication initiative you need to ask: Does this story come together as a chapter in our core story? Does the story activate the core of our corporate culture? The better the company is at ensuring that even the smallest story supports the core story, the stronger and more consistent your brand will be.

Keywords: Opinion Leader; Coffee Shop; Arabica Coffee; Good Story; Small Story (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_5

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DOI: 10.1007/978-3-540-88349-4_5

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