Storytelling and Branding

Storytelling: Branding in Practice
By Klaus Fog, Christian Budtz, Philip Munch & Stephen Blanchette
2nd Edition (2010)

Page 8.
"A company's culture is their reason for existing and shows the direction for the future. When it comes to making that culture visible, nothing is stronger than the ancient art of storytelling."

"....the core story is attached to branding and marketing as a tool for creating an understanding of the company internally and externally. In other words, a story describes the core of the company."

Page 9.
"Our long journey into the storytelling universe has taught us that the core story in itself--and the authentic stories that support it--has far greater potential that goes beyond the borders of branding and marketing."

"As many know, strong corporate culture cannot be bought. The only way to achieve a strong culture and a strong brand is to develop you company culture and then make it visible. In this respect, storytelling is an indispensable tool for activating and making the company's DNA visible and creating a shared direction. Authentic stories are tools for your company's business strategy--without a strong company culture you will not succeed in achieving a solid and credible brand."

Page 17.
"As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped."

Page18.

Page 21.
The West is a world of material excess, yet most companies continue to manufacture products and services that look pretty much the same. They have failed to understand that we do not want more products. The marketplace is already so saturated, we have difficulty choosing and the rational arguments as to why we have to buy a specific company's product are not sufficient. A quality product at an affordable price is no longer a decisive factor or an advantage. Instead, we demand products that provide us with unique experiences: products that appeal to our dreams and emotions and add meaning to our pursuit of "the good life".

Page 24.