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Authentic Raw Material for Storytelling

In: Storytelling

Author

Listed:
  • Klaus Fog

    (SIGMA)

  • Christian Budtz

    (SIGMA)

  • Philip Munch

    (SIGMA)

  • Stephen Blanchette

    (SIGMA)

Abstract

Once your company’s core story has been identified and developed, you have created a strategic storytelling platform for your brand: a compass for all internal and external communication. Every time the company initiates a new communication initiative you need to ask: Does this story come together as a chapter in our core story? Does the story activate the core of our corporate culture? The better the company is at ensuring that even the smallest story supports the core story, the stronger and more consistent your brand will be.

Suggested Citation

  • Klaus Fog & Christian Budtz & Philip Munch & Stephen Blanchette, 2010. "Authentic Raw Material for Storytelling," Springer Books, in: Storytelling, edition 0, chapter 5, pages 103-126, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-88349-4_5
    DOI: 10.1007/978-3-540-88349-4_5
    as

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