{"id":11678,"date":"2019-07-31T19:55:00","date_gmt":"2019-07-31T19:55:00","guid":{"rendered":"https:\/\/preview.prophet.com\/?p=11678"},"modified":"2022-05-27T02:00:19","modified_gmt":"2022-05-27T02:00:19","slug":"aaker-on-signature-stories","status":"publish","type":"post","link":"https:\/\/prophet.com\/2019\/07\/aaker-on-signature-stories\/","title":{"rendered":"Aaker on Signature Stories"},"content":{"rendered":"\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\">\n<p class=\"h5 has-text-color\" style=\"color:#00ffb5\"><strong>VIDEO<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h1 class=\"h2 has-white-color has-text-color wp-block-heading\">Aaker on Signature Stories<\/h1>\n\n\n\n<p>The best stories grab attention and don&#8217;t let go, with interesting characters and intriguing details<\/p>\n\n\n\n<p>2 min<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Aaker on Signature Stories | Prophet\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/CwYjTkMo3Gk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p>David Aaker says that brand marketers shouldn&#8217;t communicate important messages using facts, they should use signature stories. The narrative is more likely to capture the consumer&#8217;s attention, peak their interest and be remembered.<\/p>\n\n\n\n<p>Learn how to create strong signature stories on Dave&#8217;s &#8216;Aaker on Brands&#8217; blog:&nbsp;<a href=\"https:\/\/prophet.com\/2018\/03\/create-strong-signature-stories\/\">https:\/\/prophet.com\/2018\/03\/create-strong-signature-stories\/<\/a><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator\"\/>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div id=\"sidebar-block_61aacf339b8ae\" class=\"thinking-sidebar-wrapper\">\n\n    \n    \n        \n            <div class=\"author-block\">\n                                <h3 class=\"title\">Featured<\/h3>\n                <ul class=\"author-list\">\n                                                <li class=\"leadership-container\">\n                                <a href=\"\/author\/david-aaker\" class=\"leader\">\n                                    <div class=\"profile-img\">\n                                        <div class=\"profile-halo\"><\/div>\n                                        <img loading=\"lazy\" decoding=\"async\" data-del=\"avatar\" alt=\"\" height=\"150\" width=\"150\" class=\"avatar pp-user-avatar photo lazyloaded\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/12\/Dave_aaker_HS-e1670438132119-300x300.jpg\">\n                                    <\/div>\n                                    <div class=\"profile-info\">\n                                        <p class=\"name\">David Aaker<\/p>\n                                        <p class=\"role\">Vice Chairman<\/p>\n                                    <\/div>\n                                <\/a>\n                            <\/li>\n                    \n                <\/ul>\n            <\/div>\n\n        \n    \n    \n    \n        <nav class=\"social-links\">\n            <h3 class=\"title\">Share<\/h3>\n            <ul class=\"social-icons\">\n                <li class=\"icon\"> \n                    <a href=\"#\" target=\"_blank\" class=\"linkedin sharer\"><span class=\"icon-linkedin\" style=\"right: 0px;\"><\/span><\/a>\n                <\/li>\n                <li class=\"icon\">\n                    <a href=\"#\" target=\"_blank\" class=\"facebook sharer\"><span class=\"icon-facebook\"><\/span><\/a>\n                <\/li>\n\n            <\/ul>\n        <\/nav>\n\n    \n    \n    \n        <div class=\"subscribe-block\">\n            <h3 class=\"title\">Don&#8217;t Miss a Beat<\/h3>\n            <p>Sign up to receive our latest insights.<\/p>\n            <div class=\"wp-block-buttons\">\n                <div class=\"wp-block-button\">\n                    <a href=\"\/subscribe\" class=\"wp-block-button__link no-border-radius link--ani-arrow\" style=\"color: #0a0a0a\">SUBSCRIBE&nbsp;\n                        <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                                <g fill=\"none\" stroke=\"#000000\" stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n                            <\/g>\n                        <\/svg> \n                    <\/a>\n                <\/div>\n            <\/div>\n        <\/div><!-- .subscribe-block -->\n\n        \n<\/div><!-- .thinking-sidebar-wrapper --><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":78,"featured_media":2570,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"thinking_topic":[7],"thinking_type":[19],"thinking_sub_brand":[23],"thinking_capability":[],"coauthors":[31],"class_list":["post-11678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","thinking_topic-brand-activation","thinking_type-videos","thinking_sub_brand-aaker"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - 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He\u2019s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. Aaker has authored and published hundreds of articles and 18 books, including Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world\u2019s leading brands: \"David Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.\" ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola David is an active branding consultant, Professor Emeritus at the Haas School of Business, UC Berkeley and revered speaker and thought leader. He shares insights at conferences and meetings globally, as a LinkedIn Influencer and on his blog at davidaaker.com.","sameAs":["https:\/\/www.facebook.com\/AakerOnBrands","https:\/\/www.linkedin.com\/in\/davidaaker","https:\/\/x.com\/DavidAaker"],"url":"https:\/\/prophet.com\/author\/david-aaker\/"}]}},"lang":"en","translations":{"en":11678},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/11678","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/users\/78"}],"replies":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/comments?post=11678"}],"version-history":[{"count":0,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/11678\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media\/2570"}],"wp:attachment":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media?parent=11678"}],"wp:term":[{"taxonomy":"thinking_topic","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_topic?post=11678"},{"taxonomy":"thinking_type","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_type?post=11678"},{"taxonomy":"thinking_sub_brand","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_sub_brand?post=11678"},{"taxonomy":"thinking_capability","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_capability?post=11678"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/coauthors?post=11678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}