Organizational Based Storytelling –
A Story of Individual Business Areas
- CEOs and top managers in a change project
- Consultancy, who advice clients in a change management situation
Duration: depends on situation, approximately 2-4 weeks
The common discrepancies between self-perception and perception by others do not only affect people. Companies often experience that their corporate advertising creates an image of the company that that does not really exist. Often, the company strategy and its external image do not match. For example, some corporations set ambitious objectives for the advancement of women but their advertising continues to project an image of women that comes from the 1950s.
In Organizational Based Storytelling (OBS), we start by examining together the organizational structure of the company and the allocation of strategic resources. At the same time, we compare – based on focus group interviews – the current communication strategy of each unit and the parent company with the strategic objectives. From these findings, we derive individual stories and value propositions for the company units, discuss a common mission statement and a vision, and harmonize them with the advertising claims of the company in the market. Thus, we finally create an image of the company, which is authentic and where everything is coherent and consistent.