David Aaker and Jennifer L. Aaker
What Are Your Signature Stories?
California Management Review, 2016
What's inside?
What stories will epitomize your brand for customers and shape your business strategy?
Recommendation
Effective “signature stories” draw customers and employees alike and should form an integral part of any brand marketing strategy. In this practical report, professors David Aaker of the University of California, Berkeley Haas School of Business and Jennifer Aaker of Stanford Graduate School of Business define the characteristics of a signature story, explain why stories trump facts, and discuss how businesses can identify and leverage their own signature stories. getAbstract recommends their analysis for marketing strategists and business owners.
Summary
About the Authors
David Aaker is a professor emeritus at the University of California, Berkeley Haas School of Business. Jennifer Aaker is a professor of marketing at the Stanford Graduate School of Business.
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