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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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Editorial Rating

8

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  • Applicable

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

“Signature stories” are “intriguing, authentic, involving” and “strategic” narratives that aim to promote positive messages about a brand. Create a strong narrative by including characters with whom an audience can identify and a meaningful conflict and resolution. People are more apt to share stories that have an unexpected turn and will be more likely to remember them if you flesh out some details. Remember your story’s main target: your customers and employees. Ensure that it contains a message which helps set the brand apart from its competitors...

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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