1.
PLACE: STORY TELLING TO STORY DOING
Macgregor Tce, Bardon, QLD, AUS

2.
BRANDS AS STORY TELLERS

3.
PLACES AS A BRAND

4.
OUR 6 FAVOURITE PLACES – BRAND?
Manchester Unity Arcade,
Swanston St, Melbourne, VIC, AUS
South Bank, Brisbane, QLD, AUS
Cockle Bay Wharf, Darling
Harbour, Sydney, NSW, AUSCircular Quay, Sydney, NSW, AUS
Hosier Lane, Melbourne, VIC, AUS
Harrington St, The Rocks,
Sydney, NSW, AUS

5.
WHY PLACES AS BRANDS?
Hastings St, Noosa -Sunshine Coast, QLD, AUS
▸ Customer
▸ Product
▸ Focus and action
▸ Communicates
▸ Emotional link
▸ Point of difference

6.
GREAT COMPANIES ARE STORY DOERS
1. Story
2. Making lives better (not
just money)
3. Leadership commitment
4. Tangible action
5. Cohesive whole
6. Motivates customers +
partners

7.
STORY DOING COMPANIES OUT PERFORM
Chuckle Park, Little Collins Street, Melbourne, VIC, AUS
▸ Better Financials
▸ Better Social media
▸ Spend less
▸ Grow Faster

8.
PLACE STORY TELLING
'City of Light' by the Hilltop Hoods
I'm from the city of light, with a sky of vanilla,
Known as the city of churches home of the serial killer...
Cans and markers, Country Road parkers,
Hands of an artist left the landscape enchanted,
Until the government pigs had all the paint washed,
From our city walls, end of the renaissance,
And so walls where the colours once played,
Were replaced by the buff, now a sullen blunt grey,
White washed, shitty, all grey, all black,
Waiting for the kids of this city to take their walls
back.

9.
Woodsons Lane, Adelaide City, SA, AUS
PLACE STORY TELLING

10.
WHAT’S YOUR PLACE STORY?

11.
PLACE DOING ACTION MAP
Macgregor Tce, Bardon, QLD, AUS
1. What’s the story?
2. Participants
3. Protagonist
4. Enemy
5. Stage
6. Quest
7. Your action map

12.
THE STORY
Macgregor Tce, Bardon, QLD, AUS

13.
WHAT’S YOUR PLACE STORY?
▸ Meaningful?
▸ Endorsed?
▸ Cared for?
▸ Actioned?
▸ Metastory

14.
PARTICIPANTS
Macgregor Tce, Bardon Brisbane, QLD, AUS

15.
YOUR PLACE PARTICIPANTS?
▸ External
▸ Internal
▸ Customers
▸ Users
▸ Community
▸ Needs
▸ Wants
▸ What is their Place Story?

16.
THE PLACE PROTAGONIST
Macgregor Tce, Bardon, QLD, AUS

17.
YOUR PLACE PROTAGONIST?
▸ Respected
▸ Influence
▸ Resources

18.
Jubilee Tce, Bardon, Brisbane, QLD, AUS
PLACE ENEMY

19.
YOUR PLACE ENEMY?
▸ Common
▸ Precedents
▸ Represented

20.
THE PLACE STAGE
Macgregor Tce, Bardon, QLD, AUS

21.
YOUR PLACE STAGE?
▸ Context
▸ Environment
▸ Place
▸ Triple bottom line
▸ Participants

22.
THE PLACE QUEST
Macgregor Tce, Bardon, Brisbane, QLD, AUS

23.
YOUR PLACE QUEST?
▸ Organisation engine
▸ Used everyday

24.
MY ACTION MAP - OFFER
Caxton St, Brisbane, QLD, AUS

25.
YOUR ACTION MAP - OFFER
What is your place offering
users?
▸ Exceed needs
▸ Meet wants
▸ Reinforce the story
▸ Defeat the enemy

26.
MY ACTION MAP - CAPABILITY
Macgregor Tce, Bardon Brisbane, QLD, AUS

27.
YOUR ACTION MAP - CAPABILITY
Do you have the
▸ Mindset
▸ Skills
▸ Abilities
▸ Tools
▸ Techniques
▸ Training, recruitment...

28.
MY ACTION MAP - CULTURE
Macgregor Tce, Bardon, QLD, AUS

29.
YOUR ACTION MAP - CULTURE
Is your place story
▸ Celebrated
▸ Aligned
▸ Expressed
▸ Shared

30.
MY ACTION MAP - IDENTITY

31.
YOUR ACTION MAP - IDENTITY
Does your place story drive
▸ Drive communications?
▸ Supported by corporate
identity?
▸ Expressed by social
media?

32.
HOW DID YOU GO?
1. Does your place have a story?
2. Does it define an ambition beyond
commercial aspiration?
3. Is it understood and cared about?
4. Is the story driving action
throughout the organisation?
5. A few iconic transformative actions
to focus
6. Are people outside the
organisation participating?
GetHighon
Brisbane’sHighest
HighStreet
Macgregor Tce