Storytelling: Branding in Practice [Hardcover]

Klaus Fog (Author), Christian Budtz (Author), Baris Yakaboylu (Author)

Book Description

Publication Date: February 24, 2005 | ISBN-10: 3540235019 | ISBN-13: 978-3540235019 | Edition: 1

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.

Editorial Reviews

Review

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 to anyone who has to think about, and convey, the big picture of their nonprofit." (Gettingattention.org)

Review

Check ‘Em Out! (...) it’s a detailed guide to the creation of powerful sagas that move customers to engage the brand. Tom Peters, Bestselling Author 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 The book carries branding to the next step, which is storytelling. Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University One of the very best marketing books of the year... Seth Godin, Bestselling Author and Marketing Expert The book accurately portrays the value of storytelling in the business context. Dr. Roger Schank, Former Professor in Learning and Psychology, Northwestern University and Yale University --This text refers to an alternate Hardcover edition.

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Product Details

• Hardcover: 238 pages
• Publisher: Springer; 1 edition (February 24, 2005)
• Language: English
• ISBN-10: 3540235019
• ISBN-13: 978-3540235019
• Product Dimensions: 9.1 x 6.8 x 0.8 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #1,139,121 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

28 of 28 people found the following review helpful:

5.0 out of 5 stars Highly informative, July 2, 2005

By 

Zac Maufe "Zshopper" (San Francisco, CA) - See all my reviews
(REAL NAME)   

This review is from: Storytelling: Branding in Practice (Hardcover)

It's rare that a European book on branding is endorsed by American gurus such as Philip Kotler, Kevin Kelly and Tom Peters - even marketing guru Seth Godin calls this book "one of the very best marketing books of the year".

The strength of this book is not only its message, but in the simple way it delivers this message - through a range of anecdotes and good illustrations.

Addressing professionals working in management, sales, marketing, PR and human resources "Storyteling - Branding in Practice" is probably the first of its kind to provide a practical, hands-on set of tools for companies to apply storytelling strategically as a source to competive power.

In a few hours the book will give you insights into:
- how storytelling can be applied in a business context
- how and where to find stories about your company or brand
- how to tell these stories in a way that benefits business

17 of 17 people found the following review helpful:

5.0 out of 5 stars The best how-to book on storytelling, September 4, 2005

By 

T. Wedell-Wedellsborg (Barcelona) - See all my reviews
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This review is from: Storytelling: Branding in Practice (Hardcover)

I have been through a number of the most popular books on corporate storytelling, and this is by far the most useful of them. While they all contain a number of case studies, this book goes one step further and actually provides the reader with clear step-by-step guidelines on how to start using storytelling within your own organisation. Budtz, Fog and Yakaboylu evidently have a lot of real-world experience with their subject matter.

4.0 out of 5 stars Good not great, September 3, 2011

By 

Paul Horgen - See all my reviews

Amazon Verified Purchase

This review is from: Storytelling: Branding in Practice (Hardcover)

Good book. A bit overpriced, but good. Some great insights amid a lot of very old stories. Very smart, experienced authors.