In a commentary, SMU Dean of International Affairs and Professor of Corporate Communication (Education) Ong Siow Heng shared his insights of how storytelling can be used as a strategy to help reinforce and achieve business objectives. He highlighted the essential components of storytelling, and how it would work to promote the brand and its image, whilst reflecting its contributions towards the society.
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Lianhe Zaobao
20190613-ZB-SME-25-16x25-D_1.pdf677.65 KB