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Magnetic Stories. Connect with Customers and Engage Employees with Brand Storytelling. Edition No. 1

  • Book

  • 208 Pages
  • March 2021
  • John Wiley and Sons Ltd
  • ID: 5836842

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. 

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


Gabrielle Dolan