Extensive research shows that stories communicate many times more effectively than facts. Professor Emeritus David Aaker’s talk tells how the power of stories can be used strategically as well as tactically. A signature story is an intriguing, authentic, involving story with a strategic message that enhances the brand, the customer relationship, the organization, and/or the business strategy. It can become an asset that serves an organization internally and externally. You too should have a set of signature stories.
David Aaker, the Vice-Chairman of Prophet Brand Strategy 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, the most recent being 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, and his latest book Aaker on Branding. 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.