2. In the 2014 Ciù Ciù, an Italian Wine
Company (www.ciuciuvini.it), asked me
to carry out a Corporate Storytelling
Project focusing on the life story of its
founder: Natalino Bartolomei
3. - narrative interview with the founder
- research activity about the rural tradition of
Marche region
- ghost and creative writing
Ciù Ciù Corporate Storytelling
Project consisted in:
4. This resulted in the pubblication, in
2015, of the book Ciù Ciù. An history of
wine in Le Marche (Capponi Editore),
the autobiography of the fouder
5.
6. What does the book talk about?
It describes simultaneously:
- the history of the Bartolomei family
- an history of their passion for winemaking
- an history of rural society in the middle
nineteenth century (sharecropping) in
Marche region
8. celebratory function
The first presentation of the book was held in the
theater of Offida (AP) with an audience of 300 people.
It was an opportunity to publicly celebrate the work of
the founder and to strengthen the link beetwen the
company and the local community
9.
10. development of the
corporate community spirit
The pubblication of the book has encouraged the
employees, particularly the younger ones, to better
understand the history and the values of the company
creating increased corporate involvement
11.
12. generating stories for
corporate communication
The pubblication, and the research activity carried
out before it, generated new and original content
for corporate communication
13.
14. increasing the value of the
brand
New contents generated also an heritage
marketing campaign that has raised the profile of
the Ciù Ciù brand in the Sweden market of wine
17. Because telling the story generates
economic value
The markets are more and more narrative spaces.
Companies that have their own stories and traditions to
tell have a competitive advantage but they need to know
how to communicate it. Corporate Storytelling focusis on
how to take advantage from this added value.
18. Because telling the story generates
social value
To tell a story is important to preserve the memory of
the old skills and traditions which otherwise would be
lost. To relate a business dream, or a life history of an
entrepreneur, is also important to communicate values
such as: the spirit of initiative, the work ethic, resilience
and much more. Values which can have an important
educational role, partucularly for the young generation
