Insight article

Telling tales – storytelling and corporate narrative

Many organisations struggle to tell their company story and do so in a simple, coherent and compelling way. On top of this, stories need to be honest for them to have any credibility with their people, and meaningful too if they are to serve their purpose and enable employees to make the connection between their day-to-day role and the strategy and vision.

David Benady at Communicate magazine presents the case for the corporate narrative, saying ‘it has become more important than ever before’ as organisations increasingly recognise the need for a joined-up narrative for both internal and external stakeholders. And he talks to Carolyn Esser, Global Head of Communications at Logica about how the technology company developed and rolled out a strategic narrative to ‘enthuse its staff’ and persuade them ‘to support a new strategic direction for the company’.

Nailia Tasseel