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What Are Your Signature Stories?
Article

What Are Your Signature Stories?

David Aaker and Jennifer L. Aaker
California Management Review, 2016
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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.

Take-Aways

  • Signature stories are strategic narratives that promote a positive message about your brand.
  • These narratives, which can be “stand-alone” or part of a “set,” should primarily target customers and employees.
  • People remember stories better than facts and are more likely to be swayed by stories than facts.

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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