The Consummate Storyteller

David Aaker
Marketing News
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Key Takeaways

  • Storytelling is impactful; content is king.
  • Your brand's stories have to be credible, based on facts or firsthand reporting. 
  • Creates emotional connections with your audience.

Stories are the new hot topic in marketing because they simply are more memorable and more impactful than any other type of communication, but many marketers don’t fully understand how to develop and leverage stories in the branding space. One place to start is to look for role models, brands that have done it well, and one of my favorites is Charity: Water.
Charity: Water is a seven-year-old concept developed by Scott Harrison, a nightclub promoter turned humanitarian who has raised more than $100 million and has provided clean water for more than 1 million people. His website is fueled with powerful stories and his marketing effectively leverages social media. For example, donors can use their social networks to support a water project. And donors get an e-mail telling about the project that they partially funded and how it turned out.  

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Author Bio:

David Aaker
David Aaker is vice chairman of San Francisco-based marketing consultancy Prophet and author of Brand Relevance: Making Competitors Irrelevant.

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