Content as Currency: The Case of Siemens Corporate Newsroom

The purpose of this working paper is to explicate the narrative-dominant logic in corporate branding, abducted from the case of Siemens Corporate Newsroom. In the wake of conscientious branding, orchestrating brand narratives becomes a critical success factor. However, corporate brands struggle with their functional orchestration. How do we develop and orchestrate brand narratives, where do we hang our corporate conscience, and how do we manage the inherent complexity? The Corporate Newsroom is a promising playground, where content, as the various manifestations of brand narratives, becomes currency.