© 2010


Branding in Practice


Table of contents

  1. Front Matter
    Pages 1-13
  2. Branding Through Storytelling

    1. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 15-27
  3. The Toolbox

    1. Front Matter
      Pages 28-29
    2. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 31-46
    3. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 49-58
    4. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 61-100
    5. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 103-126
  4. Storytelling Applied

    1. Front Matter
      Pages 128-129
    2. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 131-160
    3. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 163-181
    4. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 183-203
    5. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 205-221
    6. Klaus Fog, Christian Budtz, Philip Munch, Stephen Blanchette
      Pages 223-243
  5. Back Matter
    Pages 244-254

About this book


As a business concept “storytelling” has had a significant impact on how companies can build strong corporate cultures and credible brands. Yet many corporations are still confused as to how exactly storytelling can make a difference: Why should we tell stories at all? What makes a good story? And how do we tell it in a way that advances our company both culturally and fiscally while strengthening our brand? The second edition of this successful book presents ten new case studies. Written by practitioners for practitioners and students and filled with simple tools for putting corporate storytelling into practice, it provides knowledge and inspiration for using storytelling as a strategic tool for releasing your company’s potential.


Advertising Branding Corporate Communication Marketing Public Relations Storytelling Toolbox business management

Authors and affiliations

  1. 1.SIGMACopenhagenDenmark

About the authors

Klaus Fog holds a Masters Degree in Business Administration. He has worked with storytelling throughout his career, starting out as Marketing Director at leading Danish newspapers, Politiken and Ekstra Bladet. Later on, he co-founded the Danish division of Saatchi & Saatchi before being appointed Scandinavian Vice President at TV3 (a Nordic television group). Following his work here, he went on to contribute to the turnaround of the Danish national TV station, TV2, as Sales & Marketing Director. From his chair in TV2 he could see how many companies were working in silos to great financial cost. Consequently, in 1996, Klaus Fog founded SIGMA, a culture and brand company specialising in the strategic use of storytelling to build a corporate culture and to shape brands. As head of SIGMA, Klaus has worked with at diverse number of international clients including: the LEGO Company, DT Group, Carlsberg, Oracle, Oticon, Ecco, Kraft Foods and Grundfos. Furthermore, Klaus Fog is an esteemed lecturer and co-author of the book Franchising – a business model for the future. Christian Budtz holds a Masters Degree in Communication and Corporate Studies from the year 2000. He is the former head of the Student Organisation under the Danish Marketing Association and freelance journalist at the leading Danish youth culture magazine, Chili. Christian Budtz is an experienced planner and concept developer. At SIGMA Christian specialised in branding through storytelling and strategic communication for a number of international accounts, such as LEGO, Carlsberg, Kraft Foods and Oracle. Since 2006 Christian has worked as a Chief Consultant and Strategic Brand Planner at the Danske Bank Group, Scandinavia’s largest retail bank, developing brand strategies and integrated campaigns on a pan-Nordic level – with a primary focus on Denmark, Norway, Northern Ireland and the Baltics. He has written several articles on storytelling for key Danish business publications and international industry leading media, such as BrandRepublic, and AdvertisingAge. Philip Munch holds a Masters Degree in Literature and Rhetoric. He is an experienced advisor on corporate culture, PR and branding. At SIGMA Philip has solved projects for companies across different lines including Coloplast, DT Group, TDC, Kraft Foods, STARK and Carlsberg. Across the projects, he has worked with authentic storytelling as a way of defining the core value of organisations/products to support corporate strategy and shape the brand. Since 2008 Philip has worked with PR and Corporate Branding at the pharmaceutical company Novo Nordisk. He is an expert in narrative and has published articles in specialised media as well as in the largest Danish business publication Børsen. He is also the author of the book Headless Drama.

Bibliographic information

  • Book Title Storytelling
  • Book Subtitle Branding in Practice
  • Authors Klaus Fog
    Christian Budtz
    Philip Munch
    Stephen Blanchette
  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2010
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics Business and Management (R0)
  • Hardcover ISBN 978-3-540-88348-7
  • Softcover ISBN 978-3-662-50023-1
  • eBook ISBN 978-3-540-88349-4
  • Edition Number 2
  • Number of Pages VI, 254
  • Number of Illustrations 0 b/w illustrations, 188 illustrations in colour
  • Additional Information Jointly published with Samfundslitteratur, Frederiksberg, Denmark
  • Topics Marketing
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences


From the reviews:

"The book carries branding to the next step, which is storytelling." (Philip Kotler, Marketing guru and Professor, Kellogg School of Management Northwestern University)

"One of the very best marketing books of the year" (Seth Godin, Bestselling author and Marketing expert)

"Check 'Em Out! (...) it's a detailed guide to the creation of powerful sagas that move customers to engage the brand." (Tom Peters, Management guru 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)

"While a good story can be a strong persuader, it’s not immediately clear what makes it good or even how to construct one. The authors lay out four basic elements (message, conflict, characters, plot) and give simple explanations for what each of these entail. … The writing itself makes for good storytelling both in anecdotal examples and overall instruction." (

"It's almost like a handbook -- you can easily try out its tools on your daily projects. We have done that already on campaigns and communication in general." (Jorgen Bundgaard Nielsen, Marketing Director, Kraft Foods)

"The book applies storytelling to both management and marketing. It has an excellent introduction to the important structural elements of story telling, which is especially useful if you're one of those people who knows a good story but doesn't usually step back far enough to see the patterns that make it work. I encourage you to read this book from cover to cover. You won't regret it." (Nonprofit Online News)

"I just finished Storytelling: Branding in Practice, an incredible guide to storytelling, by practitioners (Fog, Budtz, and Yakaboylu, to be precise) for practitioners....This book is both wise and practical and I recommend it to anyone who has to think about, and convey, the big picture of their nonprofit." (