Storytelling

Must-read for managers on a powerful branding tool of the future.Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools.Recommended by managers of top international firms.Covers both the internal and external benefits of storytelling for a business company.Danish version sold more than 2000 copies.

Klaus Fog holds a Masters Degree in Business Administration.He has worked with storytelling throughout his career, startingout as Marketing Director at leading Danish newspapers,Politiken and Ekstra Bladet. Later on, he co-founded theDanish division of Saatchi & Saatchi before being appointedScandinavian Vice President at TV3 (a Nordic television group).Following his work here, he went on to contribute to the turnaroundof the Danish national TV station, TV2, as Sales &Marketing Director. From his chair in TV2 he could see howmany companies were working in silos to great financial cost.Consequently, in 1996, Klaus Fog founded SIGMA, a cultureand brand company specialising in the strategic use of storytellingto build a corporate culture and to shape brands. Ashead of SIGMA, Klaus has worked with at diverse number ofinternational clients including: the LEGO Company, DTGroup, Carlsberg, Oracle, Oticon, Ecco, Kraft Foods andGrundfos. Furthermore, Klaus Fog is an esteemed lecturer andco-author of the book Franchising – a business model for the future.Christian Budtz holds a Masters Degree in Communicationand Corporate Studies from the year 2000. He is the formerhead of the Student Organisation under the Danish MarketingAssociation and freelance journalist at the leading Danishyouth culture magazine, Chili. Christian Budtz is an experiencedplanner and concept developer. At SIGMA Christianspecialised in branding through storytelling and strategiccommunication for a number of international accounts, suchas LEGO, Carlsberg, Kraft Foods and Oracle. Since 2006Christian has worked as a Chief Consultant and StrategicBrand Planner at the Danske Bank Group, Scandinavia’slargest retail bank, developing brand strategies and integratedcampaigns on a pan-Nordic level – with a primary focus onDenmark, Norway, Northern Ireland and the Baltics. He haswritten several articles on storytelling for key Danish businesspublications and international industry leading media, such asBrandRepublic, Brandchannel.com and AdvertisingAge.Philip Munch holds a Masters Degree in Literature andRhetoric. He is an experienced advisor on corporate culture, PRand branding. At SIGMA Philip has solved projects for companiesacross different lines including Coloplast, DT Group,TDC, Kraft Foods, STARK and Carlsberg. Across the projects,he has worked with authentic storytelling as a way of definingthe core value of organisations/products to support corporatestrategy and shape the brand. Since 2008 Philip has workedwith PR and Corporate Branding at the pharmaceutical companyNovo Nordisk. He is an expert in narrative and haspublished articles in specialised media as well as in the largestDanish business publication Borsen. He is also the author ofthe book Headless Drama.