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Stichwort Corporate Idendity

Christian Budtz/Klaus Fog/Baris Yakaboylu: Storytelling. Branding in Practice

Cover: Christian Budtz / Klaus Fog / Baris Yakaboylu. Storytelling - Branding in Practice. Springer Verlag, Heidelberg, 2005.
Springer Verlag, 2005
ISBN 9783540235019, Paperback, 238 Seiten, 42,75 EUR
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…