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.
In this summary, you will learn
- What characteristics define a good “signature story,”
- Why stories affect audiences more than facts, and
- How to identify and leverage your business’s own signature stories.
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.