Narrare la piccola impresa. Dal diario alla visibilità

Corporate narrative is characterized by the features that this communicative form brings with it. In this study we intend to emphasise to what extent corporate narrative may display significant differences depending on the type of company that uses it. Our interest mainly aims at considering small companies because they show the ability to actualise their advertising potential through forms of narrative chosen ad hoc. While large companies entrust their marketing strategies to the established method of ‘storytelling’, small companies primarily focus their advertising efforts on a strategy that might be identified as ‘telling stories’ or, even, ‘telling my own story’. The communicative dynamic depends on the size of the company and on its personification through the figure of the narrator. The attention here focuses on two case studies relating to small companies that have niche products. Through the production of ‘personal-business stories’, these small companies have been able to gain wide visibility and also a positive return in terms of business success.