Skip to Content Skip to Footer
How to Create a Signature Brand Story

How to Create a Signature Brand Story

David Aaker

How to Create a Signature Brand Story

Stories are a hot topic in marketing because they have been shown to be superior to facts in getting attention, being remembered, changing opinions, stimulating social activity, developing emotion and, curiously, communicating facts. Many firms have added journalists, editors and filmmakers to their staffs to create or find meaningful stories and present them in a compelling way.

Stories often support tactical communication objectives. But there is also a strategic role for stories that is developed in an article by Jennifer Aaker and me entitled, “What Are Your Signature Stories?” in the spring 2016 issue of California Management Review

Advertisement

We call such stories “signature stories” because they represent some form of strategic statement about a mission, values, the brand, customer relationship or strategic intent. Signature stories do this much better than a recitation of facts, which usually ends up sounding not only boring but similar to a host of other firms.

Advertisement

Want to view this content?

Create a free ama.org account to view this content. This type of account gives you limited access to select AMA content.

David Aaker is vice chairman of Prophet, the author of Aaker on Branding and a member of the Marketing Hall of Fame.