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1. 1. The Importance of Storytelling in Today's Business : A case study

   University essay from Institutionen för ekonomi

   Author : Eivor Erkas; Jennifer Baron; [2007]
   Keywords : brand identity; storytelling; communicative tool; communities;

   Abstract : Summary This thesis discusses the possibility for PERSONEC to use storytelling as a strategic communicative concept in its marketing to mediate the brand identity of its organisation. In the search for this, we have chosen to describe the concept of brand identity and storytelling as a draft for the construction of the brand. READ MORE