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The Prisoner and the Penguin

Book Description

The power of a good story has long been recognised. It seems that, as a race, we humans love a good story. But stories aren’t just for pure enjoyment - they have long been a powerful tool for teaching. This book is an alternative to the traditional marketing handbook. Rather than a textbook, it is an enjoyable “story-book” that brings to life some of the key principles of marketing in an easy-to-read, accessible form. Some of these stories are quite remarkable and almost unbelievable; but all are true and remind marketers and businesspeople that the best marketing is something which people tell others about and retell over many years.

Table of Contents

  1. Front Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Introduction
  6. It’s Story Time
  7. 1.      The prisoner and the penguin
  8. 2.      The tattooed ankle
  9. 3.      From Switzerland with love
  10. 4.      The mouse and the car park attendant
  11. 5.      The sample of one
  12. 6.      The chocolate lover taken for a fool
  13. 7.      Beauty and the two undertakers
  14. 8.      The charm bracelet and the 52 fundamental errors
  15. 9.      To dye for
  16. 10.    The inspirational birthday cake
  17. 11.    The management who fired themselves
  18. 12.    When 250,000 people were wrong
  19. 13.    The noisy engine and the quiet clock
  20. 14.    The party with extra toys
  21. 15.    The ad that didn’t lie
  22. 16.    A model brand, a model brand manager
  23. 17.    A little weirdness goes a long way
  24. 18.    The agency that said “no”
  25. 19.    The hamburgers that didn’t get burnt
  26. 20.    The jealous Frenchman
  27. 21.    The golden web
  28. 22.    Flipping the harp
  29. 23.    The power of two little words
  30. 24.    The stars’ free gifts
  31. 25.    The plastic people with the plastic smiles
  32. 26.    Batman and the ball boys
  33. 27.    The tiger and the committee
  34. 28.    Some bins and some fruit
  35. 29.    It takes all sorts
  36. 30.    The stitching and the email
  37. 31.    The spelling mistake, the backrub and 100 zeros
  38. 32.    The lipstick and the airline
  39. 33.    The bank that likes to say No
  40. 34.    Brotherly love?
  41. 35.    The woman of many faces
  42. 36.    More than a promise
  43. 37.    The incisive letter K
  44. 38.    The meerkats, the competition and a healthy dose of necessity
  45. 39.    Daddy’s good luck charm
  46. 40.    M is for Mom’s night off
  47. 41.    Good luck’s bad luck
  48. 42.    10
  49. 43.    No frills but lots of laughs
  50. 44.    The no scold guarantee
  51. 45.    The lonely smoker
  52. 46.    The little car’s contribution to low-cost furniture
  53. 47.    The glue that wouldn’t stick
  54. 48.    The 5,000 failures
  55. 49.    The bats, the prince and the sick note
  56. 50.    The Dear James letter
  57. 51.    If at first you don’t succeed, chew and chew again
  58. 52.    Any colour as long as it is army green
  59. 53.    A very special brew
  60. 54.    The white knight and the choc-ice
  61. 55.    A tired old story?
  62. 56.    The 13-ton wristwatch
  63. 57.    The Rolls Royce and the kettle
  64. 58.    Red star at night, brewer’s delight
  65. 59.    The no news good news
  66. 60.    From the Isle of Skye to Buckingham Palace, a 171-year journey
  67. 61.    Where’s Eddie?
  68. 62.    The parsimonious boss and the $99 requisitions
  69. 63.    The insanely great $50-million gamble
  70. 64.    Would you, wouldn’t you?
  71. 65.    The t-shirt, the fairy and the brand guardian
  72. 66.    A drama and a crisis
  73. 67.    Haven’t I seen you somewhere before?
  74. 68.    Frisky and playful
  75. 69.    From bloody awful to bloody awesome
  76. 70.    This little piggy went to market and found inspiration
  77. 71.    In hot pursuit of an ice-cold treat (Part 1 of 2)
  78. 72.    Stolen with pride (Part 2 of 2)
  79. 73.    A meal so good they bought the restaurant
  80. 74.    Appearances can be deceptive
  81. 75.    Don’t mince your words
  82. 76.    The April fool
  83. The Morals