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

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.