Storytelling Branding in Practice
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 s
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Storytelling Branding in Practice
Second Edition
~ Springer
Klaus Fog [email protected] Christian Budtz Philip Munch Stephen Blanchette SIGMA Wilders Plads 13 A 1403 Copenhagen Denmark
Co-publication by Springer-Verlag, Heidelberg, Germany and Samfundslitteratur, Frederiksberg, Denmark First edition published 2001 as "Storytelling - Branding i praksis" (Klaus Fog, Christian Budtz, Baris Yakaboylu) This edition is for countries outside of Scandinavia. Please order the book from Springer-Verlag : www.springer.com For orders from Scandinavia please order the book from Samfundslitteratur Press: www.samfundslitteratur.dk
ISBN 978-3-540-88348-7 e-ISBN 978-3-540-88349-4 DOl 10.1007/978-3-540-88349-4 Springer Heidelberg Dordrecht London New York © Springer-Verlag Berlin Heidelberg 2010 Printed in Denmark by Narayana Press This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way,and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.
Hardcover design: WMXDesign GmbH, Heidelberg Printed on acid-free paper Springer is a part of Springer Science- Business Media (www.springer.com)
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Contents Foreword
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Chapter 1: Branding Through Storytelling . . . . . . . . .. 15 Once Upon a Time When Emotions Take Hold What a Difference a Story Makes Values and Emotions How the Book is Structured
18 19 21 22 25
PART ONE: THE TOOLBOX Chapter 2: The Four Elements of Storytelling The Message The Conflict " ... TEST: The Conflict Barometer The Characters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Plot ... TEST: Tell a Tale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..
Chapter 3: Storytelling in Business Storytelling as a Branding Concept Corporate and Product Brands Storytelling as a Communication Tool A Holistic Approach to Storytelling The Brand Tree
Chapter 4: The Company Core Story Building a Foundation Starts From Within The Perilous Quest of Companies • CASE: NASA's Core Story
31 34 34 37 39 44 46
49 50 51 52 55 56
61 62 64 65
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From Values to Story StoryLab: Developing the Company Core Story Would Your Company Be Missed? ... TEST: The Obituary Test
68 69 71 72
• CASE: Coca-Cola's Real-life Obituary Test • CASE: Whopper Freakout Screening the Basic Data Internal Basic Data External Basic Data Distilling the Basic Data
