The Importance of Storytelling in Today's Business

In today s business there is an abundance of tools
for communication to use. They all, however, contain
a common denominator they are all trying to tell a
story or even several stories. In this work we
investigate how one company can communicate and
manage its brand identity through the implementation
of storytelling. Theories, mainly from Aaker and
Kapferer have been used to investigate brand
identity. Based on theoretical and empirical material
about storytelling we have found key issues of the
notion of storytelling. These materials involve
discussions about the concept of storytelling, its
area of application and how stories should be
structured and also which aspects are important for
this process. This work should therefore be
especially useful for professionals in Communications
and Marketing fields, or anyone else who are
interested in communications and storytelling from a
marketing perspective.
Stories reveal. Stories motivate. Stories bind
individuals into teams. Stories create solutions.

Autorentext

Eivor Erkas, MBA: Studied Marketing Management at Högskolan i Gävle, Sweden. Project Manager and HRM consultant at Aditro, Sundbyberg, Sweden.Jennifer Baron, MBA: Studied Marketing Management at Högskolan i Gävle, Sweden. Currently in charge of budgeting, planning and strategy at the Marketing Department at Renault, Paris, France.

Klappentext

In today's business there is an abundance of toolsfor communication to use. They all, however, containa common denominator - they are all trying to tell astory or even several stories. In this work weinvestigate how one company can communicate andmanage its brand identity through the implementationof storytelling. Theories, mainly from Aaker andKapferer have been used to investigate brandidentity. Based on theoretical and empirical materialabout storytelling we have found key issues of thenotion of storytelling. These materials involvediscussions about the concept of storytelling, itsarea of application and how stories should bestructured and also which aspects are important forthis process. This work should therefore beespecially useful for professionals in Communicationsand Marketing fields, or anyone else who areinterested in communications and storytelling from amarketing perspective.Stories reveal. Stories motivate. Stories bindindividuals into teams. Stories create solutions.