David Aaker
speaker
456 appearances
1 recordings
1 series
first heard Jul 2026
last heard 4 Jul
David Aaker’s voice in public audio — every appearance, attributed to the second.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
And and your product, you know, if you make airplanes or you make mayonnaise, it's it's can be very hard to have any emotional
Well it it it's uh for two reasons.
One is people attend to a story.
If you start out a speech by saying, I have a story to tell, people's ears l you know, get tuned and they they focus more.
Uh the second thing is that when you tell a story
and you and you either embed your message in the story, or you use the story to motivate why you wanna be interested in the message, or you use the story to illustrate a message.
Anyway, it's just a story.
I mean you it's it it's hard to distrust or counter argue a story.
It's just a story.
So that's uh that's really two of the reasons why stories are
are so so effective.
Well
I mean, well, first of all you have to be some people say, Let me tell you the story of the brand, they give you four bullet points.
That's not what I mean by s a signature story.
A signature story has got a plot, it's got characters, it should have tension, might have humor, and uh and it's it's it's intriguing.
And those are the kinds of stories that are going to uh really communicate.
Well, the the uh the Real Beauty campaign of uh of Dove would come out every year with a a new story.
It was often about some uh experiment, like one of 'em had the story of uh of sketch iris that was painting the face of a subject uh by d by not looking at the subject but by somebody's description of the face.
And the one that had
The description was given by the person being painted was much less pretty and favorable than the one given by a a stranger that was trying to describe a person's face.
Showing 381–400 of 456 · page 20 of 23
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