In organizations there are enough stories traded at the watercooler or when the employees meet after office hours. When the trainees go back to their college after internship, they trade stories and these often will shape the organization’s brand far more than any corporate campaign ever can or will.
I like this article because it is full of quick insights into organizational stories and how they shape culture -- whether it's conveying knowledge through parables and fables, ads, watercooler stories, or leader stories.
I also like the list of organizations stories to craft and tell that is at the end of the article. There are great nuggets of truth here. Enjoy!
Via Karen Dietz, Shirley Williams (XeeMe.com/ShirleyWilliams), Jesse Jacoby & Emergent