Magnetic Stories - Connect with Customers and Engage Employees with Brand Storytelling
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 cafe 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.
- Paperback | 240 pages
- 159 x 229 x 12mm | 308g
- 08 Mar 2021
- John Wiley & Sons Australia Ltd
-- Heather Brilliant, President and Chief Executive Officer, Diamond Hill Capital Management
Every time I read Gabrielle's wisdom, I am reminded of the need to be more thoughtful in the stories I tell. Gabrielle has hit yet another home run!
-- Gretchen Gagel, Managing Director, Asia Pacific, Conversant
In Magnetic Stories Gabrielle delivers again. Magnetic Stories is engaging, thought provoking, easy to digest, littered with humorous asides and, most importantly, practical.
-- Stephen Purcell, Non-executive Chairman, Nexia Australia
Love this book! Brand storytelling from the inside out is one of the hallmarks of a strong brand.
-- Adam Ferrier, Author of Stop Listening to the Customer
An enthralling and informative read from cover to cover.
--Anne Bennett, Senior Executive
Highly recommend for anyone trying to engage their employees on a deeper level.
-- James Bell, Managing Director, Australia and New Zealand, Bloomberg
A compelling and easy read with powerful case stories, and a swag of footnotes that will give you a chuckle along the way.
-- Jenelle McMaster, Managing Partner, Oceania Markets, EY
There's a lot of gold in this book. Magnetic Stories reads like a compelling story of its own.
-- Tim Duggan, Author of Cult Status: How to build a business people adore
Magnetic Stories is packed with great examples of 'case stories' and will give any reader the confidence on how to create and tell your messages through storytelling.
-- Michael Ebeid, Former CEO, SBS and Group Executive, Telstra
This excellent 'brand storytelling bible' is a magnetic source of inspiration for those who want to attract commercial success.
-- Jac Phillips, Senior Director and Head of Marketing, Visa
Magnetic Stories is a fantastic resource in the quest to connect with others in a tangible way.
-- Sarah Williamson, Chief Executive, Antarctica New Zealand
A must read for all those who want to connect at the heart not just through facts and logic. Can't wait to take out my highlighter and dog ear some pages.
-- Christine Corbett, Chief Customer Officer, AGL
Back cover copy
Your brand is the stories people share about you when you're not in the room, and it's these brand stories that determine if people buy from you, employ you, work for you or invest in you. When the stakes are that high, wouldn't you want to take control of it? In Magnetic Stories, business storytelling expert Gabrielle Dolan reveals how you too can create and share stories that stick.
Learn how to: define and distinguish your brand stand out from the competition implement brand storytelling effectively strengthen your presence online by sharing magnetic stories make your employees and customers your greatest advocates.
In a world of inauthentic brands, Magnetic Stories is a must read for anyone who wants their brand to be relatable, believable and to create long-term brand loyalty.
Table of contents
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
Connect with me 169
About G Dolan