The Importance of Storytelling in Today's Business

In today's business there is an abundance of toolsfor communication to use. They all however containa common denominator - they are all trying to tell astory or even several stories. In this work weinvestigate how one company can communicate andmanage its brand identity through the implementationof storytelling. Theories mainly from Aaker andKapferer have been used to investigate brandidentity. Based on theoretical and empirical materialabout storytelling we have found key issues of thenotion of storytelling. These materials involvediscussions about the concept of storytelling itsarea of application and how stories should bestructured and also which aspects are important forthis process. This work should therefore beespecially useful for professionals in Communicationsand Marketing fields or anyone else who areinterested in communications and storytelling from amarketing perspective.Stories reveal. Stories motivate. Stories bindindividuals into teams. Stories create solutions.