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Branding Through Storytelling

In: Storytelling

Author

Listed:
  • Klaus Fog

    (SIGMA)

  • Christian Budtz

    (SIGMA)

  • Philip Munch

    (SIGMA)

  • Stephen Blanchette

    (SIGMA)

Abstract

It is not a particularly happy ending, but we are left in no doubt as to the importance Domino’s Pizza place on their ability to deliver. After all, it is upon their commitment to this promise that the brand is built. The message within this particular story resonates strongly throughout the organisation, giving employees a very clear idea of what their brand values are, while showing consumers exactly what promise lies at the heart of the Domino’s brand.

Suggested Citation

  • Klaus Fog & Christian Budtz & Philip Munch & Stephen Blanchette, 2010. "Branding Through Storytelling," Springer Books, in: Storytelling, edition 0, chapter 1, pages 15-27, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-88349-4_1
    DOI: 10.1007/978-3-540-88349-4_1
    as

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