Stories are a hot topic in marketing because they gain attention, persuade and are easily remembered. That is particularly true in the digital world where content is king and stories draw people in.

The concept of a signature story – an intriguing, authentic, involving narrative – applies the power of stories to strategic messaging.

Communicating the organization’s brand vision, values and strategy is a way to create a connection with customers and inspire and guide employees; something that is nearly impossible to do with a set of facts. Leaning to create and leverage signature stories has truly become a “must have” management competence.

“Creating Signature Stories: Strategic Messaging That Persuades, Energizes and Inspires” is available at AmazonBarnes & Noble, Books-A-Million, IndieBound, or wherever books are sold.


  • Defines a new concept, signature stories, that helps organizations introduce storytelling into strategic messaging both internally and externally.
  • Explains the power of storytelling to energize, gain visibility, persuade and inspire.
  • Explains how to find or create signature stories, evaluate their potential and leverage them over time.
  • Leverages a variety of case studies to illustrate concepts and provide examples.


“A great story for storytellers everywhere. David Aaker’s in-depth look at what makes a great story plus his powerful examples are a shining example for brands, marketers and all of us who recognize the power of signature stories to inspire, motivate, sell and drive our companies forward.” – Linda Boff, VP & CMO at GE.

“The father of modern branding, David Aaker argues persuasively that in our hyper-growing but fragmented digital, social and content worlds, effective brand storytelling cuts through the noise, and skepticism to connect with the hearts and minds of today’s employees, consumers and customers.” – Cheryl Burgess, CEO, Blue Focus Marketing and author of “The Social Employee”.

“Aaker, the branding guru, demonstrates how to find or create signature stories that are intriguing, authentic and engaging, and how to manage them to energize your brand to persuade and inspire to action employees and customers.” – Peter Guber, Chairman and CEO of Mandalay Entertainment, author of “Tell to Win”.


About the Author

David Aaker, is the author of over one hundred articles and 18 books on marketing, business strategy, and branding that have sold over one million copies. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world.


Want to interview Dave or feature him on your next podcast? Please connect with us or David Aaker directly.

Explore how David Aaker and Prophet can help your business create signature stories that resonate with your customers and employees.


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  1. Now more than ever, creating or devoloping storytelling has increansingly become essential for nurturing and enriching the brand it self, which establishes a good brandy equity by communicating succesful and advocate stories that will define the evolution of the brand in order to support aligned strategy for implementing sustainable marketing/branding executions; including brand´s service in order to effectively create a push in and a push out, based on brand´s core mission and vision.