Storytelling: Socialise the story
John SadowskyGrenoble École de Management
People love to share stories and leveraging the power of a social network is an effective way to develop and spread a brand narrative.
This article addresses two basic questions. First, why is storytelling effective for communicating and building a positive brand image? And, second, what are some of the best practices of organisations that are using e-marketing to spread their stories?
As such, I will present four concepts about the power and effectiveness of storytelling, each one followed by an industry example.
1 A story is more credible than...