What Are Your Signature Stories?

What Are Your Signature Stories?

By
David Aaker, Jennifer Aaker
California Management Review. May
4, 2016, Vol. 58, Issue 3, Pages 49-65

A signature story is an intriguing, authentic, involving narrative with a strategic message that enables a firm to grow by clarifying or enhancing its brand, customer relationships, organization, and/or the business strategy. Signature stories represent a critical asset that can be leveraged over time and which can provide inspiration and direction both inside and outside the firm. The challenges are to find, evaluate, gain exposure for, and give legs to signature stories.