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Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires
Creating Signature Stories applies the power of storytelling-a key to any digital program-to strategic messaging.
191 pages, Kindle Edition
Published December 31, 2020
84 people are currently reading
313 people want to read
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Displaying 1 - 15 of 15 reviews
May 8, 2020
As someone who had to analyze and write a paper on this book, I can honestly say it is astounding how many times the same concepts are repeated over and over again. This book could have easily been condensed into a 15 page paper. In fact, I'm writing a 20 page paper about this book and I'm struggling to meet the required page count.
October 10, 2018
Let me tell you a story about a book that extols storytelling. The essence of the content is that stories are the most effective way to impart a message, make it relatable, and have it remembered. Arianna Huffington said it well, “People think in stories, not statistics, and marketers need to be master storytellers.” Author Aaker's daughter, Jennifer, is a professor at the Stanford Graduate School of Business. Her work on storytelling was the catalyst for this book.
Ms. Aaker conducted studies that show stories are remembered up to 22 times more than facts alone. Of course, great stories can be short or long. It is more a question of substance and depth. Richer storytelling represents an opportunity to differentiate in marketing.
That is what this book is all about but it goes further. It defines "signature stories" as ones that not only have a message, they take on a role within an organization and life of their own. Over time, they "gain authenticity, traction, and influence." Signature stories compel rather than yell, and "persuade without lecturing."
I am a big fan of storytelling. Crafting a resilient and entertaining brand story or digital ad is not just gratifying, it is top- and bottom-line important. Aaker's latest book is replete with wonderful examples across a multitude of industries. It proves to me that if branding, marketing and advertising is not about storytelling, I am not sure what it is about.
Ms. Aaker conducted studies that show stories are remembered up to 22 times more than facts alone. Of course, great stories can be short or long. It is more a question of substance and depth. Richer storytelling represents an opportunity to differentiate in marketing.
That is what this book is all about but it goes further. It defines "signature stories" as ones that not only have a message, they take on a role within an organization and life of their own. Over time, they "gain authenticity, traction, and influence." Signature stories compel rather than yell, and "persuade without lecturing."
I am a big fan of storytelling. Crafting a resilient and entertaining brand story or digital ad is not just gratifying, it is top- and bottom-line important. Aaker's latest book is replete with wonderful examples across a multitude of industries. It proves to me that if branding, marketing and advertising is not about storytelling, I am not sure what it is about.
July 1, 2018
An awesome book to understand the power of stories and how to create significant ones - thèse which communicate on strategic level.
David Aaker bases ob his extensive experience and different researches shows a how-to mechanism of story bank creation and usage. An additional benefit is plenty of examples.
And one more thing which might be interesting for the reader as for the sole individual is a power of personal stories - where to find thèse and how to use.
Enjoy reading!
David Aaker bases ob his extensive experience and different researches shows a how-to mechanism of story bank creation and usage. An additional benefit is plenty of examples.
And one more thing which might be interesting for the reader as for the sole individual is a power of personal stories - where to find thèse and how to use.
Enjoy reading!
April 19, 2020
A book that show how a story can be so influencial that it can leverage a brand/company, every signature story is a story but every stories is not a signature story.
There are many crucial ways to express a advertisement in form of a story to benefit a firm in contrary of just a normal add.
A book highly recommended for marketing personnel and executives.
One thing I can say is this book will linger in my mind.
There are many crucial ways to express a advertisement in form of a story to benefit a firm in contrary of just a normal add.
A book highly recommended for marketing personnel and executives.
One thing I can say is this book will linger in my mind.
October 24, 2021
Nice book, could have been shorter.
Interesting real life examples of how Coke, Barclay's, GE, Lifebuoy, Haier, etc. built their stories using purpose. The power of stories can never be overestimated. It helps leaders avoid lecturing and rather use a persuasive tool to share their vision with employers, customers and all stakeholders involved.
All in all, a decent book for branding and business-story-building insights.
Interesting real life examples of how Coke, Barclay's, GE, Lifebuoy, Haier, etc. built their stories using purpose. The power of stories can never be overestimated. It helps leaders avoid lecturing and rather use a persuasive tool to share their vision with employers, customers and all stakeholders involved.
All in all, a decent book for branding and business-story-building insights.
December 21, 2021
Awesome book
It has great content around how to construct stories for your organization and yourself. There are great prompts for reflecting on different aspects of a story as we construct it.
I find that I can use some of these elements in my coaching practice. Gonna refer to it a lot more.
It has great content around how to construct stories for your organization and yourself. There are great prompts for reflecting on different aspects of a story as we construct it.
I find that I can use some of these elements in my coaching practice. Gonna refer to it a lot more.
May 22, 2018
Stories are powerful, stories are amazingly more impactful than facts and significantly better at gaining attention & being remembered.
Stories have to be more than just a set of facts in nice clothes. Stories have to inspire employees and customers.
We all know great stories we remember from our childhood and the book “Creating Signature Stories” give you many more like Starbucks, Red Bull, GM,….
But what makes a great story? Is there a direct solution to come up with a great signature story for your company?
Unfortunately, there isn’t and that is the reason why you, an entrepreneur, should read this book.
The author, David Aaker, will give you directions, using many real-life examples and explains why the stories worked. These directions will give you ideas about your authentic signature story.
The book writes about the different type of Signature stories you can create like “How you started”, Using a higher-purpose to inspire, how to source ideas for your signature story, what makes a story strong as not all stories will be a signature story and it give you a set of signature stories you can use.
1 small side-note: I believe, as well the David Aaker, that any company (how small or big it is) can profit from great signature stories to grow the business. Entrepreneur, small local business, consultant,… up to multi-nationals. Currently, the book writes only about famous big organizations and this is great to understand the DNA of successful stories….. I do hope one day, Mr. David Aaker will write the same book how signature stories work for smaller, online businesses and even for businesses with a much smaller budget ;)
This said; this is not a reason not to read this book as you would lose serious potential. You, as a successful entrepreneur, you will be able to use the given guidelines to create your signature stories whatever your budget is, whatever your company size is.
PS: After reading this book, you will see advertising completely different.
Example, the new campaign from Rolls Royce related to the upcoming Cullinan model is a perfect demonstration of how this book works. Wondering if David Aaker and his team are involved!
Creating Signature Stories by David Aaker on Amazon: https://amzn.to/2rrXmqE
Stories have to be more than just a set of facts in nice clothes. Stories have to inspire employees and customers.
We all know great stories we remember from our childhood and the book “Creating Signature Stories” give you many more like Starbucks, Red Bull, GM,….
But what makes a great story? Is there a direct solution to come up with a great signature story for your company?
Unfortunately, there isn’t and that is the reason why you, an entrepreneur, should read this book.
The author, David Aaker, will give you directions, using many real-life examples and explains why the stories worked. These directions will give you ideas about your authentic signature story.
The book writes about the different type of Signature stories you can create like “How you started”, Using a higher-purpose to inspire, how to source ideas for your signature story, what makes a story strong as not all stories will be a signature story and it give you a set of signature stories you can use.
1 small side-note: I believe, as well the David Aaker, that any company (how small or big it is) can profit from great signature stories to grow the business. Entrepreneur, small local business, consultant,… up to multi-nationals. Currently, the book writes only about famous big organizations and this is great to understand the DNA of successful stories….. I do hope one day, Mr. David Aaker will write the same book how signature stories work for smaller, online businesses and even for businesses with a much smaller budget ;)
This said; this is not a reason not to read this book as you would lose serious potential. You, as a successful entrepreneur, you will be able to use the given guidelines to create your signature stories whatever your budget is, whatever your company size is.
PS: After reading this book, you will see advertising completely different.
Example, the new campaign from Rolls Royce related to the upcoming Cullinan model is a perfect demonstration of how this book works. Wondering if David Aaker and his team are involved!
Creating Signature Stories by David Aaker on Amazon: https://amzn.to/2rrXmqE
September 14, 2020
Great concept from the 'father of modern branding' and one of my favorite writers (and colleagues!) about the importance of stories in a business - not just one, but several. Dave puts the concept out there and uses great examples to help you get what it can mean.
April 5, 2023
Stories unite us. People understand, connect, remember stories more than a ppt of facts.
Signature Stories are the best at connecting to individuals. Used in a right way can be the best advertising campaign for the brand.
Humor in a story is always appreciated.
Signature Stories are the best at connecting to individuals. Used in a right way can be the best advertising campaign for the brand.
Humor in a story is always appreciated.
May 26, 2018
Stories are powerful. Signature stories and kept them fresh will take you even further.
February 18, 2021
Interesting book, a lot of information I feel like I'd heard before (not author's fault!). Really enjoyed the last chapter: Your Professional Signature Stories--Understanding Yourself.
June 10, 2022
Good one
December 26, 2024
品牌标签故事
September 25, 2020
Recommended for : Brand Managers/Advertising Agencies
urprisingly, this is the first book of Aaker Ive read, considering that he’s one of the most recognizable names in the branding/advertising field. Storytelling has been there literally since the dawn of mankind – from religious scriptures of the Bible/Quran/Gita to now vision statements of companies (Starbucks- “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time). From Panchatantra (Indian fables) and Alsop fables , they transport you to a different dimension which is compelling, touching and almost heroic. Aaker shares the tenets of the importance of creating signature stories using examples (Red Bull – Felix Baumgartner Jump, Knoor Soup-Love at first taste, , Nordstorm – Return Tires Story, Blandtec – Can we blend an ipod & Always - #likeagirl). The elements common to all – breaking expected norms, bit of shock value (attention), strong production value, multiplicity of stories and strong linkage to the main brand- these help in creating that signature story. It can come from anywhere- the founder, the employee who goes beyond the call of duty, customers who are delighted and even a vendor who is proud to work with the brand. Having a larger than life reason – The Why (Simon Sinek would be proud) is crucial for long term brand and customer advocacy. In todays age this is almost onerous to ignore with all of us being so fickle with products and services we use basis what the company or brands stand for. A simple book to read, but a challenging task to implement. Docked * personally as it felt repetitive and would have liked more examples which I’ve not heard of.
urprisingly, this is the first book of Aaker Ive read, considering that he’s one of the most recognizable names in the branding/advertising field. Storytelling has been there literally since the dawn of mankind – from religious scriptures of the Bible/Quran/Gita to now vision statements of companies (Starbucks- “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time). From Panchatantra (Indian fables) and Alsop fables , they transport you to a different dimension which is compelling, touching and almost heroic. Aaker shares the tenets of the importance of creating signature stories using examples (Red Bull – Felix Baumgartner Jump, Knoor Soup-Love at first taste, , Nordstorm – Return Tires Story, Blandtec – Can we blend an ipod & Always - #likeagirl). The elements common to all – breaking expected norms, bit of shock value (attention), strong production value, multiplicity of stories and strong linkage to the main brand- these help in creating that signature story. It can come from anywhere- the founder, the employee who goes beyond the call of duty, customers who are delighted and even a vendor who is proud to work with the brand. Having a larger than life reason – The Why (Simon Sinek would be proud) is crucial for long term brand and customer advocacy. In todays age this is almost onerous to ignore with all of us being so fickle with products and services we use basis what the company or brands stand for. A simple book to read, but a challenging task to implement. Docked * personally as it felt repetitive and would have liked more examples which I’ve not heard of.
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