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Storytelling: Branding in Practice
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Produktbeschreibungen
Pressestimmen
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." (Brandchannel.com) "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." (Gettingattention.org)
Rezension
Check ‘Em Out! (...) it’s a detailed guide to the creation of powerful sagas that move customers to engage the brand. Tom Peters, Bestselling Author 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 The book carries branding to the next step, which is storytelling. Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University One of the very best marketing books of the year... Seth Godin, Bestselling Author and Marketing Expert The book accurately portrays the value of storytelling in the business context. Dr. Roger Schank, Former Professor in Learning and Psychology, Northwestern University and Yale University
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In diesem Buch
(Mehr dazu)
Ausgewählte Seiten ansehen
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
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Kundenrezensionen
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8 von 10 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
„Storytelling" ist keine Mode, sondern eine Notwendigkeit, damit sich im Zeitalter der Informationsüberflutung noch Aufmerksamkeit erregen lässt. Um das zu begreifen, muss man sich nicht mit den neusten Erkenntnissen der Hirnforscher auseinandersetzen. Aber deren rationale Argumente helfen zumindest bei der Überzeugungsarbeit zweifelnder Kunden. Dass man Storytelling auch ohne Verweise auf das menschliche Gehirn vermitteln kann, beweisen die drei Autoren der dänischen Agentur SIGMA auf eindrückliche Weise. Allerdings vorderhand nur in englischer Sprache. Doch dank dem Verzicht auf Fachausdrücke und Wissenschaftsjargon braucht es für die Lektüre keine perfekten Fremdsprachenkenntnisse.
Schön gestaltet und mit anschaulichen Illustrationen versehen erhält der Leser mehr als nur eine oberflächliche Einführung in die Kunst des Erzählens guter Geschichten. Klar haben auch die drei Dänen diese Kunst nicht neu erfunden, schliesslich ist sie uralt. Aber ihr Verdienst ist es, den Fundus unserer Ahnen neu aufzuarbeiten und vor allem auf Marketing und Werbung zu übertragen. Viel zum Verstehen tragen auch die unzähligen Fallgeschichten im zweiten Teil „Storytelling applied" bei, von denen viele noch nicht so abgelutscht sind, wie ich es mir von Best Pratice-Büchern gewohnt bin.
Mein Fazit: Wer sich ohne Umweg über die Gehirnforschung in die Praxis des Storytelling stürzen will und sein Schulenglisch bewahren konnte, wird mit diesem Buch bestimmt auf seine Rechnung kommen. Üben muss er dann ohne die Hilfe der drei Autoren.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
5 Rezensionen
28 von 28 Kunden fanden die folgende Rezension hilfreich
Highly informative
2. Juli 2005
Format:Gebundene Ausgabe
It's rare that a European book on branding is endorsed by American gurus such as Philip Kotler, Kevin Kelly and Tom Peters - even marketing guru Seth Godin calls this book "one of the very best marketing books of the year".
The strength of this book is not only its message, but in the simple way it delivers this message - through a range of anecdotes and good illustrations.
Addressing professionals working in management, sales, marketing, PR and human resources "Storyteling - Branding in Practice" is probably the first of its kind to provide a practical, hands-on set of tools for companies to apply storytelling strategically as a source to competive power.
In a few hours the book will give you insights into:
- how storytelling can be applied in a business context
- how and where to find stories about your company or brand
- how to tell these stories in a way that benefits business
The strength of this book is not only its message, but in the simple way it delivers this message - through a range of anecdotes and good illustrations.
Addressing professionals working in management, sales, marketing, PR and human resources "Storyteling - Branding in Practice" is probably the first of its kind to provide a practical, hands-on set of tools for companies to apply storytelling strategically as a source to competive power.
In a few hours the book will give you insights into:
- how storytelling can be applied in a business context
- how and where to find stories about your company or brand
- how to tell these stories in a way that benefits business
18 von 18 Kunden fanden die folgende Rezension hilfreich
The best how-to book on storytelling
5. September 2005
Format:Gebundene Ausgabe
I have been through a number of the most popular books on corporate storytelling, and this is by far the most useful of them. While they all contain a number of case studies, this book goes one step further and actually provides the reader with clear step-by-step guidelines on how to start using storytelling within your own organisation. Budtz, Fog and Yakaboylu evidently have a lot of real-world experience with their subject matter.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Good start, Good middle, Great examples
10. August 2009
Format:Gebundene Ausgabe
The authors introduce the four key concepts: message, plot, characters, and conflict. There's a "conflict barometer" that could be useful.
Then the authors talk about ways to find raw material and process that information. There are a series of "tests": useful questions to develop and gauge your material to produce a core story.
The main strength of the book lies in the examples, which illustrate the final "product" over and over again.
The limitation of the book lies in the production of raw material. The book does have good ideas on where to look for raw stories, e.g. employees, products, leaders, but it doesn't say how generic ideas like the founding of the company can be made compelling. They instead suggest that the reader get stories from company people that are already good storytellers.
The other limitation of the book lies in the lack of failures. It shows how corporations succeeded in telling a core story, but it doesn't seem to show how corporations can fail to tell a core story, and how they resolved such problems. How do companies deal with the pitfalls that inevitably appear on the road to producing something of quality, which in this case is a core story?
However, such problems are not necessarily critical issues for the target audience. The book spends a considerable amount of the pages on the benefits of a story (which a more advanced reader might find redundant). For businesses that are just beginning to look at stories, this book will convince them that stories can be ways to catalyze outside interest. It is a great introductory book.
While the advanced reader may not gain much in terms of producing a raw story, he or she may gather a set of interesting core stories. An alternative title might be "how to find raw stories and process them into core business stories."
I wouldn't mind borrowing it again to see it again.
Then the authors talk about ways to find raw material and process that information. There are a series of "tests": useful questions to develop and gauge your material to produce a core story.
The main strength of the book lies in the examples, which illustrate the final "product" over and over again.
The limitation of the book lies in the production of raw material. The book does have good ideas on where to look for raw stories, e.g. employees, products, leaders, but it doesn't say how generic ideas like the founding of the company can be made compelling. They instead suggest that the reader get stories from company people that are already good storytellers.
The other limitation of the book lies in the lack of failures. It shows how corporations succeeded in telling a core story, but it doesn't seem to show how corporations can fail to tell a core story, and how they resolved such problems. How do companies deal with the pitfalls that inevitably appear on the road to producing something of quality, which in this case is a core story?
However, such problems are not necessarily critical issues for the target audience. The book spends a considerable amount of the pages on the benefits of a story (which a more advanced reader might find redundant). For businesses that are just beginning to look at stories, this book will convince them that stories can be ways to catalyze outside interest. It is a great introductory book.
While the advanced reader may not gain much in terms of producing a raw story, he or she may gather a set of interesting core stories. An alternative title might be "how to find raw stories and process them into core business stories."
I wouldn't mind borrowing it again to see it again.
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