Storytelling: branding in practice
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Heidelberg [u.a.]
Springer
2010
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | 254 S. Ill., graph. Darst. 24 cm, 780 gr. |
| ISBN: | 9783540883487 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV036651408 | ||
| 003 | DE-604 | ||
| 005 | 20101001 | ||
| 007 | t | ||
| 008 | 100902s2010 gw ad|| |||| 00||| eng d | ||
| 015 | |a 10,N09 |2 dnb | ||
| 015 | |a 10,A26 |2 dnb | ||
| 016 | 7 | |a 1000389081 |2 DE-101 | |
| 020 | |a 9783540883487 |c Pp. : EUR 48.10 (freier Pr.), ca. sfr 75.00 (freier Pr.) |9 978-3-540-88348-7 | ||
| 024 | 3 | |a 9783540883487 | |
| 028 | 5 | 2 | |a 12244874 |
| 035 | |a (OCoLC)699723594 | ||
| 035 | |a (DE-599)DNB1000389081 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 044 | |a gw |c XA-DE-BE | ||
| 049 | |a DE-1051 |a DE-1050 |a DE-12 |a DE-1049 |a DE-N2 |a DE-859 |a DE-384 |a DE-2070s |a DE-523 | ||
| 082 | 0 | |a 658.827 |2 22/ger | |
| 084 | |a QP 624 |0 (DE-625)141914: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 245 | 1 | 0 | |a Storytelling |b branding in practice |c Klaus Fog ... |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Heidelberg [u.a.] |b Springer |c 2010 | |
| 300 | |a 254 S. |b Ill., graph. Darst. |c 24 cm, 780 gr. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturangaben | ||
| 650 | 0 | 7 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Corporate Communication |0 (DE-588)4313131-1 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
| 689 | 0 | 1 | |a Corporate Communication |0 (DE-588)4313131-1 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |D s |
| 689 | 1 | 1 | |a Unternehmen |0 (DE-588)4061963-1 |D s |
| 689 | 1 | 2 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
| 689 | 1 | |8 1\p |5 DE-604 | |
| 700 | 1 | |a Fog, Klaus |e Sonstige |4 oth | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-3-540-88349-4 |
| 856 | 4 | 2 | |q text/html |u http://deposit.dnb.de/cgi-bin/dokserv?id=3430804&prov=M&dok_var=1&dok_ext=htm |3 Inhaltstext |
| 856 | 4 | 2 | |m DNB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020570911&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-020570911 | |
Datensatz im Suchindex
| _version_ | 1805094573568950272 |
|---|---|
| adam_text |
CONTENTS FOREWORD 8 CHAPTER 1 : BRANDING THROUGH STORYTELLING 15 ONCE
UPON A TIME 18 WHEN EMOTIONS TAKE HOLD 19 WHAT A DIFFERENCE A STORY
MAKES 21 VALUES AND EMOTIONS 22 HOW THE BOOK IS STRUCTURED 25 PART ONE:
THE TOOLBOX CHAPTER 2: THE FOUR ELEMENTS OF STORYTELLING 31 THE MESSAGE
34 THE CONFLICT 34 A TEST: THE CONFLICT BAROMETER 37 THE CHARACTERS 39
THE PLOT 44 A TEST: TELL A TALE 46 CHAPTER 3: STORYTELLING IN BUSINESS
49 STORYTELLING AS A BRANDING CONCEPT 50 CORPORATE AND PRODUCT BRANDS 51
STORYTELLING AS A COMMUNICATION TOOL 52 A HOLISTIC APPROACH TO
STORYTELLING 55 THE BRAND TREE 56 CHAPTER 4: THE COMPANY CORE STORY 61
BUILDING A FOUNDATION STARTS FROM WITHIN 62 THE PERILOUS QUEST OF
COMPANIES 64 A CASE: NASA'S CORE STORY 65 BIBLIOGRAFISCHE INFORMATIONEN
HTTP://D-NB.INFO/1000389081 DIGITALISIERT DURCH H CASE: FIDEL'S
FAVOURITES 113 FROM VALUES TO STORY 68 STORYLAB: DEVELOPING THE COMPANY
CORE STORY 69 WOULD YOUR COMPANY BE MISSED? 71 A TEST: THE OBITUARY TEST
72 U CASE: COCA-COLA'S REAL-LIFE OBITUARY TEST 72 Q CASE: WHOPPER
FREAKOUT 75 SCREENING THE BASIC DATA 76 INTERNAL BASIC DATA 76 EXTERNAL
BASIC DATA 77 DISTILLING THE BASIC DATA 78 FORMULATING THE COMPANY CORE
STORY 81 YOUR MESSAGE 82 YOUR CONFLICT 84 A TEST: THE BLACK & WHITE TEST
85 THE CONFLICT BAROMETER 86 YOUR CHARACTERS 89 THE CLASSICAL HERO 92
YOUR PLOT 95 THE ACID TEST 95 A TEST: IF YOUR COMPANY WAS A FAIRYTALE 96
O CASE: CARLSBERG BOOSTS THE TEAM 97 B CASE (CONTINUED): SEARCHING FOR
CARLSBERG'S CORE . 98 Q CASE (CONTINUED): ANCHORING THE CORE STORY OF
CARLSBERG 99 CHAPTER 5: AUTHENTIC RAW MATERIAL FOR STORYTELLING. 103 ALL
COMPANIES HAVE A STORY TO TELL 105 EMPLOYEE STORIES 106 M CASE: NOTHING
IS TOO MUCH TROUBLE 107 STORIES ABOUT THE CEO 108 THE BIG BANG: STORIES
ABOUT THE FOUNDING OF THE COMPANY 109 MILESTONES: SUCCESSES AND CRISES
ILL PRODUCT STORIES 112 A CASE: APPLE AND 1984 168 Q CASE: ACCIDENTAL
CORN FLAKES 115 STORIES FROM WORKING PARTNERS 116 Q CASE: THE ART OF
ILLY 116 STORIES FROM CUSTOMERS 118 * CASE: STAIRWAY TO THE STARS 119 *
CASE: SHOE LOVE 120 STORIES FROM OPINION LEADERS 122 A FEW RULES OF
THUMB 123 THE STORYDRIVERS OF THE COMPANY 124 PART TWO: STORYTELLING
APPLIED CHAPTER 6: STORYTELLING AS A MANAGEMENT TOOL 131 BUILDING BLOCKS
FOR A STRONG COMPANY CULTURE 133 * CASE: A PLAYGROUND FOR IDEA MAKERS
134 MAKE STORYTELLING YOUR CO-PILOT 137 A CASE: STARK: BUSINESS
SOLUTIONS RIGHT UNDER THEIR NOSES 140 D CASE: THE STORY HUNTERS 142 A
TEST: WHO ARE THE HEROES OF YOUR COMPANY? 147 THE SYMBOLIC SIGNIFICANCE
OF THE CEO 147 A TEST: WHAT IS THE MESSAGE OF YOUR STORY? 152 A TOOL FOR
KNOWLEDGE SHARING 152 D CASE: SHARING KNOWLEDGE THROUGH STORIES AT IBM.
153 A TEST: KICK START YOUR COMPANY'S STORYTELLING CIRCULATION 155
MARKETING THE CORPORATE CULTURE 158 N CASE: HONDAMENTALISM 158 CHAPTER
7: STORYTELLING IN ADVERTISING 163 THE APPEARANCE OF THE SERIAL
COMMERCIAL 165 D CASE: LOVE OVER GOLD 165 A LONG-TERM PLATFORM 167 A
CASE: OTICON CONQUERS THE WORLD 233 Q CASE: THE MEATRIX 170 TELLING THE
REAL STORY IN ADVERTISING 173 A CASE: E-WINE 174 ACTIVATING THE SALES
FORCE AND THE RETAIL DEPARTMENT 176 Q CASE: THE SANDWICH MOVEMENT BRINGS
A TASTE OF AMERICA TO RETAIL STORES 177 Q CASE: BOCONCEPT TURBO BOOSTS
THEIR SALES FORCE. 179 CHAPTER 8: WHEN STORYTELLING BECOMES
DIALOGUE. 183 COMPANIES ARE LOSING POWER 185 * CASE: SONY - 250.000
BOUNCING BALLS 186 INVOLVE YOUR CUSTOMERS IN YOUR STORYTELLING 188 *
CASE: THE PEOPLE'S CAR 188 D CASE: A MATCH MADE OVER COFFEE 190 N CASE:
YOUR PENPAL IS A CALVIN KLEIN MODEL 194 N CASE: MOTOROLA'S VIRTUAL
NIGHTCLUB 198 D CASE: LEGO: FANS TAKE OVER THE FACTORY 202 CHAPTER 9:
THE MEDIA AS A STORYTELLING PARTNER 205 THE JOURNALIST'S STORY 206 A
PICTURE SPEAKS A THOUSAND WORDS 208 D CASE: VOLUPTUOUS VIRGIN VS. CURVY
COKE 209 STAGING THE CONFLICT 211 FIND YOUR ANGLE 212 Q CASE: GIANT
TURTLE TURNS 50! 213 A TEST: THE HONING EXERCISE*THE CUTTING EDGE 216
ENGAGE CREDIBLE NARRATORS TO TELL YOUR STORY 218 * CASE: COLOPLAST'S
FIGHT AGAINST PAINFUL WOUNDS. 218 CHAPTER 10: TEARING DOWN THE WALLS
223 STOP THINKING IN THE BOX! 224 CANDY FOR BREAKFAST 226 MANAGEMENT AS
FIGUREHEADS 228 ARE YOU GETTING YOUR MESSAGE ACROSS? 231 ABOUT THE
AUTHORS 252 AN INTELLIGENT STRATEGY 235 D CASE: BRINGING A LEGEND TO
LIFE 240 THE ENDING IS UP TO YOU 242 BIBLIOGRAPHY 244 INDEX 247 |
| any_adam_object | 1 |
| building | Verbundindex |
| bvnumber | BV036651408 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)699723594 (DE-599)DNB1000389081 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nam a2200000 c 4500</leader><controlfield tag="001">BV036651408</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20101001</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">100902s2010 gw ad|| |||| 00||| eng d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">10,N09</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">10,A26</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">1000389081</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783540883487</subfield><subfield code="c">Pp. : EUR 48.10 (freier Pr.), ca. sfr 75.00 (freier Pr.)</subfield><subfield code="9">978-3-540-88348-7</subfield></datafield><datafield tag="024" ind1="3" ind2=" "><subfield code="a">9783540883487</subfield></datafield><datafield tag="028" ind1="5" ind2="2"><subfield code="a">12244874</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)699723594</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB1000389081</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">gw</subfield><subfield code="c">XA-DE-BE</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1051</subfield><subfield code="a">DE-1050</subfield><subfield code="a">DE-12</subfield><subfield code="a">DE-1049</subfield><subfield code="a">DE-N2</subfield><subfield code="a">DE-859</subfield><subfield code="a">DE-384</subfield><subfield code="a">DE-2070s</subfield><subfield code="a">DE-523</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.827</subfield><subfield code="2">22/ger</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 624</subfield><subfield code="0">(DE-625)141914:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Storytelling</subfield><subfield code="b">branding in practice</subfield><subfield code="c">Klaus Fog ...</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Heidelberg [u.a.]</subfield><subfield code="b">Springer</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">254 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield><subfield code="c">24 cm, 780 gr.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Literaturangaben</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Öffentlichkeitsarbeit</subfield><subfield code="0">(DE-588)4043188-5</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Corporate Communication</subfield><subfield code="0">(DE-588)4313131-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Corporate Communication</subfield><subfield code="0">(DE-588)4313131-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Öffentlichkeitsarbeit</subfield><subfield code="0">(DE-588)4043188-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="2"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Fog, Klaus</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Online-Ausgabe</subfield><subfield code="z">978-3-540-88349-4</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="q">text/html</subfield><subfield code="u">http://deposit.dnb.de/cgi-bin/dokserv?id=3430804&prov=M&dok_var=1&dok_ext=htm</subfield><subfield code="3">Inhaltstext</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">DNB Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020570911&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-020570911</subfield></datafield></record></collection> |
| id | DE-604.BV036651408 |
| illustrated | Illustrated |
| indexdate | 2024-07-20T10:45:32Z |
| institution | BVB |
| isbn | 9783540883487 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020570911 |
| oclc_num | 699723594 |
| open_access_boolean | |
| owner | DE-1051 DE-1050 DE-12 DE-1049 DE-N2 DE-859 DE-384 DE-2070s DE-523 |
| owner_facet | DE-1051 DE-1050 DE-12 DE-1049 DE-N2 DE-859 DE-384 DE-2070s DE-523 |
| physical | 254 S. Ill., graph. Darst. 24 cm, 780 gr. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Springer |
| record_format | marc |
| spelling | Storytelling branding in practice Klaus Fog ... 2. ed. Heidelberg [u.a.] Springer 2010 254 S. Ill., graph. Darst. 24 cm, 780 gr. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Corporate Communication (DE-588)4313131-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Corporate Communication (DE-588)4313131-1 s DE-604 Öffentlichkeitsarbeit (DE-588)4043188-5 s Unternehmen (DE-588)4061963-1 s 1\p DE-604 Fog, Klaus Sonstige oth Erscheint auch als Online-Ausgabe 978-3-540-88349-4 text/html http://deposit.dnb.de/cgi-bin/dokserv?id=3430804&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020570911&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Storytelling branding in practice Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Markenpolitik (DE-588)4144679-3 gnd Corporate Communication (DE-588)4313131-1 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4061963-1 (DE-588)4144679-3 (DE-588)4313131-1 |
| title | Storytelling branding in practice |
| title_auth | Storytelling branding in practice |
| title_exact_search | Storytelling branding in practice |
| title_full | Storytelling branding in practice Klaus Fog ... |
| title_fullStr | Storytelling branding in practice Klaus Fog ... |
| title_full_unstemmed | Storytelling branding in practice Klaus Fog ... |
| title_short | Storytelling |
| title_sort | storytelling branding in practice |
| title_sub | branding in practice |
| topic | Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Markenpolitik (DE-588)4144679-3 gnd Corporate Communication (DE-588)4313131-1 gnd |
| topic_facet | Öffentlichkeitsarbeit Unternehmen Markenpolitik Corporate Communication |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=3430804&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020570911&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT fogklaus storytellingbrandinginpractice |