Trying to be Different through Storytelling: Diagnosing and Improving on (un)intentional Corporate and Brand Identity Management
Trying to be Different through Storytelling: Diagnosing and Improving on (un)intentional Corporate and Brand Identity Management
This inductive marketing research examines the stories companies tell intentionally and unintentionally as they try to create a differential advantage for their firms and brands. Both practitioners (Chahal, 2014) and scholars (Woodside, 2010) identify brand storytelling as a critical and powerful marketing strategy in hypercompetitive, mature industries as part of brand identity building and positioning strategies. We address the questions: What are the stories leaders are telling about their firms and brands? How are theses stories being told and do they in practice match the theoretically ideal? If not, are they still effective?
- University of Verona Italy
storytelling; corporate identity; brand positioning; inductive methods; global; wine industry
storytelling; corporate identity; brand positioning; inductive methods; global; wine industry
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