Teaching the Art and Science of Storytelling in Crafting an Authentic Brand Story

Authors

  • Justine Haigh George Fox University

DOI:

https://doi.org/10.33423/jlae.v16i3.2153

Keywords:

Leadership, Accountability, Ethics, Oregon’s, FIDGETECH, Marketing, MBA, Art and Science of Storytelling

Abstract

Oregon’s non-profit sector consists of 31,224 not for profit organizations. The vast majority of these organizations are small in size but play a vital role in serving Oregon’s diverse community needs (“Why nonprofits are important,” 2017). In order to stand out in a crowded market place, organizations that take the time to consider their authentic brand value will survive in the long run. The paper describes how a young Portland-based non-profit organization, FIDGETECH, worked with an MBA marketing class at George Fox University to create a competitive advantage through adopting a digital brand storytelling approach.

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Published

2019-07-31

How to Cite

Haigh, J. (2019). Teaching the Art and Science of Storytelling in Crafting an Authentic Brand Story. Journal of Leadership, Accountability and Ethics, 16(3). https://doi.org/10.33423/jlae.v16i3.2153

Issue

Section

Articles