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