The Importance of Storytelling in Today's Business: the Use of Storytelling in Creating and Maintaining Brand - a Case Study

In today?s business there is an abundance of tools for communication to use. They all, however, contain a common denominator ? they are all trying to tell a story or even several stories. In this work we investigate how one company can communicate and manage its brand identity through the implementation of storytelling. Theories, mainly from Aaker and Kapferer have been used to investigate brand identity. Based on theoretical and empirical material about storytelling we have found key issues of the notion of storytelling. These materials involve discussions about the concept of storytelling, its area of application and how stories should be structured and also which aspects are important for this process. This work should therefore be especially useful for professionals in Communications and Marketing fields, or anyone else who are interested in communications and storytelling from a marketing perspective. Stories reveal. Stories motivate. Stories bind individuals into teams. Stories create solutions.