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
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.
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