Storytelling (PDF)

Klaus Fog holds a Masters Degree in Business Administration.
He has worked with storytelling throughout his career, starting
out as Marketing Director at leading Danish newspapers,
Politiken and Ekstra Bladet. Later on, he co-founded the
Danish division of Saatchi & Saatchi before being appointed
Scandinavian Vice President at TV3 (a Nordic television group).
Following his work here, he went on to contribute to the turnaround
of the Danish national TV station, TV2, as Sales &
Marketing Director. From his chair in TV2 he could see how
many companies were working in silos to great financial cost.
Consequently, in 1996, Klaus Fog founded SIGMA, a culture
and brand company specialising in the strategic use of storytelling
to build a corporate culture and to shape brands. As
head of SIGMA, Klaus has worked with at diverse number of
international clients including: the LEGO Company, DT
Group, Carlsberg, Oracle, Oticon, Ecco, Kraft Foods and
Grundfos. Furthermore, Klaus Fog is an esteemed lecturer and
co-author of the book Franchising - a business model for the future.

Christian Budtz holds a Masters Degree in Communication
and Corporate Studies from the year 2000. He is the former
head of the Student Organisation under the Danish Marketing
Association and freelance journalist at the leading Danish
youth culture magazine, Chili. Christian Budtz is an experienced
planner and concept developer. At SIGMA Christian
specialised in branding through storytelling and strategic
communication for a number of international accounts, such
as LEGO, Carlsberg, Kraft Foods and Oracle. Since 2006
Christian has worked as a Chief Consultant and Strategic
Brand Planner at the Danske Bank Group, Scandinavia's
largest retail bank, developing brand strategies and integrated
campaigns on a pan-Nordic level - with a primary focus on
Denmark, Norway, Northern Ireland and the Baltics. He has
written several articles on storytelling for key Danish

From the reviews:

"The book carries branding to the next step, which is storytelling." (Philip Kotler, Marketing guru and Professor, Kellogg School of Management Northwestern University)

"One of the very best marketing books of the year" (Seth Godin, Bestselling author and Marketing expert)

"Check 'Em Out! (...) it's a detailed guide to the creation of powerful sagas that move customers to engage the brand." (Tom Peters, Management guru and CEO, Tom Peters Company)

"It's a big deal to compress your company's story into a brand. This book is the first step on that long journey." (Kevin Kelly, Founder and Editor-at-Large, Wired Magazine)

"While a good story can be a strong persuader, it’s not immediately clear what makes it good or even how to construct one. The authors lay out four basic elements (message, conflict, characters, plot) and give simple explanations for what each of these entail. … The writing itself makes for good storytelling both in anecdotal examples and overall instruction." (Brandchannel.com)

"It's almost like a handbook -- you can easily try out its tools on your daily projects. We have done that already on campaigns and communication in general." (Jorgen Bundgaard Nielsen, Marketing Director, Kraft Foods)

"The book applies storytelling to both management and marketing. It has an excellent introduction to the important structural elements of story telling, which is especially useful if you're one of those people who knows a good story but doesn't usually step back far enough to see the patterns that make it work. I encourage you to read this book from cover to cover. You won't regret it." (Nonprofit Online News)

"I just finished Storytelling: Branding in Practice, an incredible guide to storytelling, by practitioners (Fog, Budtz, and Yakaboylu, to be precise) for practitioners....This book is both wise and practical and I recommend it to anyone who has to think about, and convey, the big picture of their nonprofit." (Gettingattention.org)