Branding in Practice

  • Klaus Fog
  • Christian Budtz
  • Baris Yakaboylu

Table of contents

  1. Front Matter
    Pages 1-11
  2. Branding Through Storytelling

  3. The Toolbox

  4. Storytelling Applied

  5. Back Matter
    Pages 228-238

About this book


As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally.


Advertising Branding Corporate Communication Marketing Storytelling Toolbox business management

Authors and affiliations

  • Klaus Fog
    • 1
  • Christian Budtz
    • 1
  • Baris Yakaboylu
    • 1
  1. 1.SIGMACopenhagenDenmark

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods