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, Scandinaviäs
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 business
publications and international industry leading media, such as
BrandRepublic, [...] and AdvertisingAge.

Philip Munch holds a Masters Degree in Literature and
Rhetoric. He is an experienced advisor on corporate culture, PR
and branding. At SIGMA Philip has solved projects for companies
across 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 defining
the core value of organisations/products to support corporate
strategy and shape the brand. Since 2008 Philip has worked
with PR and Corporate Branding at the pharmaceutical company
Novo Nordisk. He is an expert in narrative and has
published articles in specialised media as well as in the largest
Danish business publication Børsen. He is also the author of
the book Headless Drama.

As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally.

Branding Through Storytelling.- Branding Through Storytelling.- The Toolbox.- The Four Elements of Storytelling.- Storytelling in Business.- The Company Core Story.- Authentic Raw Material for Storytelling.- Storytelling Applied.- Storytelling as a Management Tool.- Storytelling in Advertising.- When Storytelling Becomes Dialogue.- The Media as a Storytelling Partner.- Tearing Down the Walls.