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Jennifer Aaker and her father, Haas Professor Emeritus David Aake
Facts versus a story with the same general content: the story will get more attention, stories persuade, change perceptions, will be remembered and passed on much more than facts.
Content is king and content means stories.
1. Carve out clear areas of incompetence.
2. Be sneaky and brand it.
3. Seek highs and lows.
-Design rollercoasters in your stories.
-Examples include: James Bond or Jurrasic Park
4. Bank your story.
-Write six-word stories to describe your life.
-What defines our lives are the stories.
-What will be remembered are the stories about you.
-Bank stories that are distinct, true, bold, memorable, shareable, something meaningful.
"Tell me a story and it will live in my heart forever.
Hire purpose because it gives energy to the brand.
Energy gives life to brands.
Use your life changes and transformations to help create your story.
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