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The Importance of Storytelling in Today's Business. Edition No. 1
VDM Publishing House, June 2009, Pages: 68
In today’s business there is an abundance of tools
for communication to use. They all, however, contain
a common denominator – they are all trying to tell a
story or even several stories. In this work we
investigate how one company can communicate and
manage its brand identity through the implementation
of storytelling. Theories, mainly from Aaker and
Kapferer have been used to investigate brand
identity. Based on theoretical and empirical material
about storytelling we have found key issues of the
notion of storytelling. These materials involve
discussions about the concept of storytelling, its
area of application and how stories should be
structured and also which aspects are important for
this process. This work should therefore be
especially useful for professionals in Communications
and Marketing fields, or anyone else who are
interested in communications and storytelling from a
marketing perspective.
Stories reveal. Stories motivate. Stories bind
individuals into teams. Stories create solutions.
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