In Creating Signature Stories, branding guru David Aaker applies the power of intriguing, authentic, involving stories for firms to use to communicate strategic messaging internally and externally and for individuals to use to understand themselves and their direction and purpose in their professional (and personal) life. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion, inspiring and more. They can provide clarity and inspiration. The challenge is to find, evaluate, refine and leverage great stories.
In this interview you will learn:
- How stories persuade more than facts
- How higher-purpose signature stories inspire individuals in their professional and personal life
- Why a story with intriguing, involving, characters and plot can be an energy source
- How signature stories add visibility and energy to you or your brand.
- Learn the three questions to ask in your personal signature story to help you better understand yourself
BIO: David Aaker, the Vice-Chairman of Prophet and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing. Most recently Doctor Aaker was named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, Aaker on Branding and his latest book Creating Signature Stories. Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and Linkedin.
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