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.
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Book Description
Editorial Reviews
Review
Aus den Rezensionen:
"Dieses Buch … beschäftigt sich mit dem ‘Storytelling‘ als Kommunikations- und Branding-Ansatz. … Dabei zeichnet sich nach Auffassung der Autoren eine gute Story grundsätzlich, durch eine zentrale Aussage … sowie ein gutes Handlungsschema aus. … Die Ideen und Grundgedanken illustriert das Buch anhand einer Vielzahl von unterschiedlichen Fallbeispielen. … Sicherlich eignet sich dieses Buch aufgrund der bildlichen und leicht verständlichen Darstellungsweise in erster Linie für Praktiker. … Theoretische Lehrinhalte zu dieser Thematik lassen sich für Studenten sehr gut illustrieren und anhand von Praxisbeispielen veranschaulichen."
(in: transfer Werbeforschung & Praxis, 2006, Issue 4, S. 56 f.)
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
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Customer Reviews
Most Helpful Customer Reviews
28 of 28 people found the following review helpful
Format: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
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
18 of 18 people found the following review helpful
Format: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.
1 of 1 people found the following review helpful
Format:Hardcover
The authors introduce the four key concepts: message, plot, characters, and conflict. There's a "conflict barometer" that could be useful.
Then the authors talk about ways to find raw material and process that information. There are a series of "tests": useful questions to develop and gauge your material to produce a core story.
The main strength of the book lies in the examples, which illustrate the final "product" over and over again.
The limitation of the book lies in the production of raw material. The book does have good ideas on where to look for raw stories, e.g. employees, products, leaders, but it doesn't say how generic ideas like the founding of the company can be made compelling. They instead suggest that the reader get stories from company people that are already good storytellers.
The other limitation of the book lies in the lack of failures. It shows how corporations succeeded in telling a core story, but it doesn't seem to show how corporations can fail to tell a core story, and how they resolved such problems. How do companies deal with the pitfalls that inevitably appear on the road to producing something of quality, which in this case is a core story?
However, such problems are not necessarily critical issues for the target audience. The book spends a considerable amount of the pages on the benefits of a story (which a more advanced reader might find redundant). For businesses that are just beginning to look at stories, this book will convince them that stories can be ways to catalyze outside interest. It is a great introductory book.
While the advanced reader may not gain much in terms of producing a raw story, he or she may gather a set of interesting core stories. An alternative title might be "how to find raw stories and process them into core business stories."
I wouldn't mind borrowing it again to see it again.
Then the authors talk about ways to find raw material and process that information. There are a series of "tests": useful questions to develop and gauge your material to produce a core story.
The main strength of the book lies in the examples, which illustrate the final "product" over and over again.
The limitation of the book lies in the production of raw material. The book does have good ideas on where to look for raw stories, e.g. employees, products, leaders, but it doesn't say how generic ideas like the founding of the company can be made compelling. They instead suggest that the reader get stories from company people that are already good storytellers.
The other limitation of the book lies in the lack of failures. It shows how corporations succeeded in telling a core story, but it doesn't seem to show how corporations can fail to tell a core story, and how they resolved such problems. How do companies deal with the pitfalls that inevitably appear on the road to producing something of quality, which in this case is a core story?
However, such problems are not necessarily critical issues for the target audience. The book spends a considerable amount of the pages on the benefits of a story (which a more advanced reader might find redundant). For businesses that are just beginning to look at stories, this book will convince them that stories can be ways to catalyze outside interest. It is a great introductory book.
While the advanced reader may not gain much in terms of producing a raw story, he or she may gather a set of interesting core stories. An alternative title might be "how to find raw stories and process them into core business stories."
I wouldn't mind borrowing it again to see it again.
Most Recent Customer Reviews
Good not great
Good book. A bit overpriced, but good. Some great insights amid a lot of very old stories. Very smart, experienced authors.
Published 8 months ago by Paul Horgen
Love this book
This is a fantastic book and a great resource. The graphics are very useful and all information is practical. It's my favorite book of the year.
Laura Goodrich
Laura Goodrich
Published on October 15, 2008 by Laura J. Goodrich
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Popular Highlights
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storytelling becomes an effective tool for creating an entire brand concept: one that stays with us, because it touches our emotions.
Highlighted by 12 Kindle users
Conflict is the driving force of a good story. No conflict, no story.
Highlighted by 12 Kindle users
When faced with a problem - a conflict - we instinctively seek to find a solution. Conflict forces us to act.
Highlighted by 11 Kindle users
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