Magnetic Stories

Magnetic Stories

by Gabrielle Dolan
Released March 2021
Publisher(s): Wiley
ISBN: 9780730388517

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Book description

Improve customer and employee loyalty with your brand stories 

Your brand is the stories people share about you when you’re not in the room. Whether a small, one or two-person company or a large multinational; a not for profit or a Government organisation; a start-up entrepreneur or a corporate institution; a school or a sporting team; a religious institution or a political party; a local café or a global franchise — everyone has a brand and everyone has a story. The reality is people are already sharing stories, both the good and the bad.  

Magnetic Stories will walk you through how to develop and communicate your own brand stories, focusing on the five types of stories you need in business to connect and engage people with your brand. You’ll learn how to: 

  • Connect with your customers in a more authentic way 
  • Increase the engagement of your employees  
  • Make decisions based on your company values and purpose 
  • Have a stronger presence online by sharing great stories  
  • Take control of your brand and reputation for greater success 

Magnetic Stories delivers a unique and timely message which is perfect for any business, regardless of size or industry. 

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. About the author
  6. Acknowledgements
  7. Introduction
  8. How to use this book
  9. PART I: bring together brand and STORIES
    1. The power of brand storytelling
      1. Barbie's backstory
      2. Tales from Europe
      3. Your stories, your brand
      4. What is brand storytelling?
      5. Notes
    2. A magnetic attraction
      1. Made for memory
      2. Draw on emotions, not logic
      3. Pulling power
      4. Notes
    3. ‘Just give me the story!’
      1. Heritage over history
      2. Stories that stand the test of time
      3. The value of heirlooms
      4. Rituals help tell stories
      5. Leave a legacy
      6. Notes
  10. PART II: tell 5 types of brand STORIES
    1. CREATION STORIES
      1. Do you give a crap?
      2. Two girls and a gin still
      3. Allow us to reintroduce ourselves
      4. A very good reason to drink
      5. We all started somewhere
      6. Note
    2. CULTURE STORIES
      1. Personal connection stories
      2. Living the values stories
      3. Notes
    3. CUSTOMER STORIES
      1. Sweeten the deal
      2. Amplify their voice
      3. Engage and excite
      4. Finding the right stories
      5. Notes
    4. CHALLENGE STORIES
      1. Personal challenges
      2. Responding to a challenge
      3. Anyone up for a drink?
      4. Hotel of hope
      5. Note
    5. COMMUNITY STORIES
      1. SisterWorks
      2. Showing Faith
      3. Notes
  11. PART III: implement  brand STORY telling
    1. DEFINE
      1. Don't get caught up on what you call them
      2. Your brand in three easy steps
      3. Authentic and congruent
      4. Deliberate versus organic
      5. Notes
    2. TEACH
      1. Imagine … and realise
      2. Who do you teach?
      3. … And how?
      4. Note
    3. COLLECT
      1. Finding current stories
      2. Questions to ask
      3. Facilitating story-finding sessions
      4. Analysing after the session
    4. COMMUNICATE
      1. Induction
      2. The Key Speech
      3. Published writing — newsletters, emails and annual reports
      4. Short movies
      5. Website
      6. Social media
      7. Presentations, interviews and speeches
      8. Customer interactions
      9. Sales pitches
      10. Notes
    5. CREATE
      1. The good and the bad
      2. Amplify your brand
      3. Notes
  12. PART IV: see magnetic stories in ACTION
    1. CASE STORY Ferguson Plarre Bakehouses, Australia
      1. Karaoke cakes
      2. Passion for the past
      3. Defining their brand
      4. Experiment with how to share stories
      5. Maybe a vignette will do
      6. Who knows what ‘axioms’ mean?
      7. A story by any other name …
      8. Notes
    2. CASE STORY Columbia Restaurant, Florida, USA
      1. Is your story a Netflix series?
      2. Long-term commitment to collecting
      3. Showcasing customers
      4. Heritage stories
      5. Engaging employees
      6. Notes
    3. CASE STORY The Fullerton Hotels and Resorts, Singapore (and Sydney)
      1. Great personalities
      2. Engaging and enhancing
    4. CASE STORY Mekong Capital, Vietnam
      1. What do you value?
      2. A framework to follow
      3. Systemising success
      4. Prioritise your audience and stories
      5. In action!
      6. Notes
    5. CASE STORY Transpower, New Zealand
      1. Who defines your brand?
      2. Enter Chris Dutton
      3. What gets you out of bed in the morning?
      4. Representing the spirit
      5. Show it again
      6. Being on the lookout for stories
      7. The ripple effect of stories
  13. Conclusion
    1. Note
  14. Connect with me
  15. Index
  16. End User License Agreement

Product information

  • Title: Magnetic Stories
  • Author(s): Gabrielle Dolan
  • Release date: March 2021
  • Publisher(s): Wiley
  • ISBN: 9780730388517