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What is Corporate storytelling

Chapter 15
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
the art to tell corporate stories creating a brand narrative.
Published in Chapter:
Branded Entertainment Projects: Benefits, Options, and Recommendations
Paola Falcone (Sapienza University of Rome, Italy)
Copyright: © 2023 |Pages: 22
DOI: 10.4018/978-1-6684-3971-5.ch015
Abstract
Branded entertainment is gaining momentum as a marketing tool. It goes beyond advertising and it can be considered one of its evolutionary forms. Branded entertainment is a versatile, creative hybrid format, perceived by audiences as non-intrusive, enjoyable, and engaging. The chapter analyzes branded entertainment, its features, and its benefits for brands. Main formats are identified, with examples of applications from different industries. Main conditions necessary to projects effectiveness are examined, and some recommendations regarding main application problems are provided.
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