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Magnetic Stories


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Table of 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

About the Author

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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