Creating Signature Stories
Branding guru David Aaker discusses why signature stories are many times more powerful in communicating strategic messaging internally and externally and how an organization can create, leverage, and manage a story library. In a digital world, signature stories can provide a way to get attention, generate brand energy, create involvement, persuade and inspire.
Vice-Chairman, Prophet and University of California Berkeley
David Aaker, the Vice-Chairman of Prophet and Professor Emeritus at Berkeley-Haas School of Business, 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 Aaker on Branding and his latest book Creating Signature Stories.