Book Description
The power of a good story has long been recognised. It seems that, as a race, we humans love a good story. But stories aren’t just for pure enjoyment - they have long been a powerful tool for teaching. This book is an alternative to the traditional marketing handbook. Rather than a textbook, it is an enjoyable “story-book” that brings to life some of the key principles of marketing in an easy-to-read, accessible form. Some of these stories are quite remarkable and almost unbelievable; but all are true and remind marketers and businesspeople that the best marketing is something which people tell others about and retell over many years.
Table of Contents
- Front Cover
- Title Page
- Copyright
- Dedication
- Introduction
- It’s Story Time
- 1. The prisoner and the penguin
- 2. The tattooed ankle
- 3. From Switzerland with love
- 4. The mouse and the car park attendant
- 5. The sample of one
- 6. The chocolate lover taken for a fool
- 7. Beauty and the two undertakers
- 8. The charm bracelet and the 52 fundamental errors
- 9. To dye for
- 10. The inspirational birthday cake
- 11. The management who fired themselves
- 12. When 250,000 people were wrong
- 13. The noisy engine and the quiet clock
- 14. The party with extra toys
- 15. The ad that didn’t lie
- 16. A model brand, a model brand manager
- 17. A little weirdness goes a long way
- 18. The agency that said “no”
- 19. The hamburgers that didn’t get burnt
- 20. The jealous Frenchman
- 21. The golden web
- 22. Flipping the harp
- 23. The power of two little words
- 24. The stars’ free gifts
- 25. The plastic people with the plastic smiles
- 26. Batman and the ball boys
- 27. The tiger and the committee
- 28. Some bins and some fruit
- 29. It takes all sorts
- 30. The stitching and the email
- 31. The spelling mistake, the backrub and 100 zeros
- 32. The lipstick and the airline
- 33. The bank that likes to say No
- 34. Brotherly love?
- 35. The woman of many faces
- 36. More than a promise
- 37. The incisive letter K
- 38. The meerkats, the competition and a healthy dose of necessity
- 39. Daddy’s good luck charm
- 40. M is for Mom’s night off
- 41. Good luck’s bad luck
- 42. 10
- 43. No frills but lots of laughs
- 44. The no scold guarantee
- 45. The lonely smoker
- 46. The little car’s contribution to low-cost furniture
- 47. The glue that wouldn’t stick
- 48. The 5,000 failures
- 49. The bats, the prince and the sick note
- 50. The Dear James letter
- 51. If at first you don’t succeed, chew and chew again
- 52. Any colour as long as it is army green
- 53. A very special brew
- 54. The white knight and the choc-ice
- 55. A tired old story?
- 56. The 13-ton wristwatch
- 57. The Rolls Royce and the kettle
- 58. Red star at night, brewer’s delight
- 59. The no news good news
- 60. From the Isle of Skye to Buckingham Palace, a 171-year journey
- 61. Where’s Eddie?
- 62. The parsimonious boss and the $99 requisitions
- 63. The insanely great $50-million gamble
- 64. Would you, wouldn’t you?
- 65. The t-shirt, the fairy and the brand guardian
- 66. A drama and a crisis
- 67. Haven’t I seen you somewhere before?
- 68. Frisky and playful
- 69. From bloody awful to bloody awesome
- 70. This little piggy went to market and found inspiration
- 71. In hot pursuit of an ice-cold treat (Part 1 of 2)
- 72. Stolen with pride (Part 2 of 2)
- 73. A meal so good they bought the restaurant
- 74. Appearances can be deceptive
- 75. Don’t mince your words
- 76. The April fool
- The Morals