The Four Elements of Storytelling

Abstract

Foreword -- Branding through Storytelling -- The Toolbox: The Four Elements of Storytelling -- Storytelling in Business -- The Company Core Story -- Authentic Raw Material for Storytelling -- Storytelling Applied: Storytelling as a Management Tool -- Storytelling in Advertising -- When Storytelling Becomes Dialogue -- The Media as Storytelling Partner -- Tearing Down the Walls.