Storytelling Branding in practice pdf summary

This is the summary of Storytelling Branding in practice written by Klaus Fog. You can download the full sumamry at the bottom of this post.

Storytelling Branding in practice – Chapter 1

  • In the beginning: stories were told around the campfire, strengthening and shaping the tribe identity, gave it values and created a reputation towards other tribes.
  • Stories define who we are and what we stand for
  • Religious stories gave people meaning and guidelines for how to live – think the bible
  • Stories bring together and inspire people – think the American dream
  • Western economy is driven by emotions and the good life – stories is in higher demand
  • Nobody is telling us what to do or think – we have so many choices which let us pick the story that fits our own identity the most
  • We signal to the outside through symbols aka brands – the brand tells others who we are and what we stand for. We navigate with brands.
  • We vote with our shopping-cart, we express ourselves though consumption
  • We are becoming increasingly immaterial and are more influenced by our emotions.
  • We want products that provide us with unique experiences. There must be added immaterial value to the product.
  • Solid values must be built into a brand
  • Storytelling builds a bridge between company and consumer
  • The brand story gradually becomes synonymous with how we define ourselves as individuals, products becomes symbols we use to tell stories.
  • Tell a story about how your company makes a difference!
  • A strong brand is a combination of facts and emotions. We buy with our hearts.
  • First create a product that the customer can rationalize about, and then add value with your brand
  • A brand is the perceived value that a company or product represents.
  • The difference lies in the story
  • Human seeks stories and experiences on our quest for a meaningful life
  • Brand must differentiate based on values
  • Make a story that the customer and employees can identify with
  • Storytelling and branding = emotions and values
  • A strong brand build on clearly defines values, a good story communicates those values in an understandable language
  • A good story creates bonds

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