Business gets more tech-driven by the day, but one of the most powerful emerging tools in branding is storytelling, a skill as old as time itself. We’re not talking about user-generated stories, like those fueled by Snapchat, Instagram or casual content-marketing campaigns, but of signature stories that build brands. In his new book, Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires, Prophet Vice Chairman David Aaker explains why these narratives, tightly connected to brand purpose, are so effective. He and I sat down recently to discuss their impact.

Read the interview.