1 Klaus Fog Christian Budtz Philip Munch Stephen Blanchette Storytelling Branding in Practice
2 Klaus Fog, Christian Budtz, Philip Munch & Stephen Blanchette Storytelling – Branding in Practice 2. edition 2010 (Originally
3 Contents Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Chapter .1: .Branding .Through .
4 From Values to Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 StoryLab: Developing th
5 ■ CASE: Accidental Corn Flakes . . . . . . . . . . . . . . . . . . . . . . . . Stories From Working Partners . . . . . . . .
6 ■ CASE: The Meatrix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170 Telling the Real Story in A
7 An Intelligent Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235 ■ CASE: Bringing a Legend t
8 Foreword Foreword Today’s world is overflowing with fancy buzzwords. The vast majority of them, however, refer to short-lived
Foreword 9 derstanding of the company internally and externally. In other words, a story describes the core of the company. Eve
10 Foreword Today difference is the basis of all companies. In a turbulent and globalized reality the challenge is to make the
Foreword 11 to make a change and create a sense of unity and a strong company culture. Employees who are stuck in “silos” are o
12 Foreword We must also thank Morten Jonas, Hanne Andersen, Klavs Hjort and Claus Moseholm, who, during their time with SIGMA,
Foreword 13 Finally, we owe a debt of heartfelt gratitude to Julie, Luna and Storm, Anna and Klara, Markus, Anna, David, Sarah
Branding Through Storytelling 1
16 Branding Through Storytelling “It was an unusually busy afternoon at the local Domino’s Pizza in small town America. Orders
Branding Through Storytelling 17 deliver. After all, it is upon their commitment to this promise that the brand is built. The m
18 Branding Through Storytelling Once .Upon .a .Time… In days of old when we were still hunters and gatherers, and our social l
Branding Through Storytelling 19 For over 2.000 years, through parables and teachings it has given us a set of guidelines and m
20 Branding Through Storytelling therefore, no coincidence that an ancient tradition like storytelling should appear in a new f
Branding Through Storytelling 21 What we wear, eat and surround ourselves with increasingly signals how we see ourselves and se
22 Branding Through Storytelling Tough times lay ahead for companies that shut their eyes to the deeper and more emotional dime
Branding Through Storytelling 23 relevant and differentiates your brand from others. The physical product no longer makes the d
24 Branding Through Storytelling 1.1 Figure Branding is the Goal Storytelling is the Means • A strong brand is created by a str
Branding Through Storytelling How .the .Book .is .Structured PART .ONE: .THE .TOOLBOX The aim of the first part of the book is
26 Branding Through Storytelling PART .TWO: .STORYTELLING .APPLIED . The second part of the book is structured around a number
Branding Through Storytelling 27 Chapter 10: Tearing Down the Walls In order for storytelling to achieve the largest possible e