Aaker, D., & Aaker, J. L. (2016). What are Your Signature Stories? California Management Review, 58(3), 49–65.

Overview of storytelling approach and their power

Brodie, R. J. (2009). From goods to service branding: An integrative perspective. Marketing Theory, 9(1), 107–111.

Detail on core figure in text on consistency, aligning culture, stakehodlers and customers

Heath, R., & Feldwick, P. (2008). Fifty Years Using the Wrong Model of Advertising. International Journal of Market Research, 50(1), 29–59.

Robert Heath's critique of advertising and overview of low attention emotional processing

Müller, M. (2018). ‘Brandspeak’: Metaphors and the rhetorical construction of internal branding. Organization, 25(1), 42–68.

Critical examination of using brands to shift employee behaviors

Pineda, A., Sanz-Marcos, P., & Gordillo-Rodríguez, M.-T. (2020). Branding, culture, and political ideology: Spanish patriotism as the identity myth of an iconic brand. Journal of Consumer Culture.

Example of Holt's cultrual storytelling model