Magnetic Stories: Connect with Customers and Engage Employees with Brand Storytelling

ISBN-13: 9780730388517 / Angielski / Miękka / 2021 / 208 str.

Gabrielle Dolan

Spis treści

About the author xvAcknowledgements xviiIntroduction xixHow to use this book xxvPart I: Bring Together Brand and Stories 1The power of brand storytelling 3A magnetic attraction 11'Just give me the story!' 17Part II: Tell 5 Types of Brand Stories 25Creation stories: How and why it all started 27Culture stories: Our values and behaviours ... the vibe 35Customer stories: Showcase your impact in the real world 47Challenge stories: Tales of when the going gets tough 55Community stories: Bringing life to corporate responsibility 65Part III: Implement Brand Storytelling 73Define: Know what your brand is (and isn't) 77Teach: How to educate storytellers 85Collect: How to find stories 93Communicate: Where to share stories 101Create: How to generate stories 115Part IV: See Magnetic Stories in Action 123Case Story: Ferguson Plarre Bakehouses, Australia 125Case Story: Columbia Restaurant, Florida, USA 133Case Story: The Fullerton Hotels and Resorts, Singapore (and Sydney) 141Case Story: Mekong Capital, Vietnam 147Case Story: Transpower, New Zealand 157Conclusion 167Connect with me 169Index 171

O autorze

GABRIELLE DOLAN is a global thought leader on real communication and business storytelling. A highly sought-after international keynote speaker, educator and author, Gabrielle has worked with thousands of high-profile leaders from around the world.