#41 The Secret to Signature Storytelling with David Aaker
On this week's episode of Getting Goosebumps: The Power of Storytelling, we're joined by David Aaker. An American theorist and consultant, David specialises in marketing, focusing on how brands can use storytelling to enhance their brand strategy.
David is also the author of several books including Aaker on Branding: 20 Principles That Drive Sucess and Brand Relevance: Making Competitors Irrelevant.
David delves into the power of signature storytelling, sharing why a great narrative is often far more effective for holding the attention of an audience than facts are.
What sets Signature Storytelling apart? David teaches us why signature stories can be so useful to brands in comparison to other forms of storytelling.
Looking inside your brand
David guides us through why understanding the key values of your organisation is essential for devising a strategic story.
He advises us to dig deeper and start asking questions about our organisations to craft stories that really reflect who we are.
Check out the next episode of Getting Goosebumps, "Exploring Social Influence" with Jonah Berger, a professor at the University of Pennsylvania.