If you ever get the chance, I would highly recommend attending one of Robert McKee’s Story Seminars. If you can’t, then this book is second best. In it, McKee outlines what makes a great story – elements, principles of story design, and the writer and relationship to story. Employing examples from over 100 films, McKee shows how to use form, not formula. Transforming the craft of screen writing into an art form, he shows us the subtle considerations necessary to make a story memorable. Beat by beat, the emotional map is laid out for us to follow. An excellent practical example of how story works.
Another title that provokes attention – and with good reason. Jesper Kunde is CEO of Kunde & Co., and his own corporate culture and his writings on the importance of culture have made his organization one to watch for in Scandinavia. Europe is much more advanced in the field of cultural due diligence and corporate culture design. This book is about people and how you get them to work together in a unified spirit of purpose and direction. Building your brand from the inside out creates a corporate religion. Don’t let the word ‘religion’ scare you – religion comes from the latin religare which means “to link” or “to bind”. So ask yourself, how are you linked to your organization? Or are you just putting in time?
Emotional values are replacing physical attributes as the most important market influence. If you are interesting in branding your organization or any other, this book proves an excellent resource.