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Proprietary and confidential
Do not distribute
Creating Signature Stories
DAVID A. AAKERProfessor Emeritus, Haas Berkeley
Vice Chairman, Prophet
Blog: davidaaker.com
MSI Webinar
February, 2018© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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WHY?
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Importance of Strategic MessagingInternally and Externally
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Importance of Strategic MessagingInternally and Externally
Difficult to Break through Clutter
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Importance of Strategic MessagingInternally and Externally
Difficult to Break through Clutter
Power of Stories
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Importance of Strategic MessagingInternally and Externally
Difficult to Break through Clutter
Power of Stories
Signature Story1. A “once about a time” account of
an event or expertise. Not Facts!!!
2. Breaks out of clutter and disinterest—has Wow! Such as:
a. Being entertaining, unusual, or informative
b. Having an emotional connection
c. Intriguing plot or characters3. Has an authentic strategic
message
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Signature Stories ThatDeliver Self-Expressive/Social Benefits
U.S. School of Music
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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U.S. School of Music
• No teacher needed• You will be a terrific player and be admired• Learn to play any instrument
Organ, violin, drums, flute and 12 more• Get Free booklet and demo lesson
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Audience Fills In Gaps
For sale, baby shoes, never worn
Vivid Detail“With mock dignity, I drew outa silk handkerchiefand lightly dusted off the keys. Then I rose and gavethe revolving piano stool a quarter of a turn.”
Story Detail
!”
U.S. School of Music
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Signature Stories ThatChange Perceptions
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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2012Least trusted
major UK bank inleast trusted
industry
2013New purpose—
Help people achievetheir ambitions
2013Digital Eagles—
Teach public howTo thrive in digital
world
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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No RunningNo Contact6 per side
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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No RunningNo Contact6 per side
Steve Rich needed help to Raise interestConnect people with teamsOrganize a national tournament
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Outcome
20 Months Into the Program• Trust up 33% (six times prior adv)• Consideration up 130% (five times prior adv)• 5,000 positive mentions in press
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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How Signature Stories Change Perceptions
Gain Attention
SignatureStories
Distract from Counter Arguing
Create Liking/Feelings thatare transferred to Brand
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Signature Stories ThatWork in an B2B Setting
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Problem 2012 lost 4.5 million subscribers
Solution—The un-carrierNo contract, no plans, upgrade 2X/year
Results—22.5 million in 18 months© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Brand Relevance 19
Challenges with B2B Stories
Be IntriguingPunch:
• Problem
• Solution
• Outcome
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Brand Relevance 20
Challenges with B2B Stories
Be Relevant
Be IntriguingPunch:
• Problem
• Solution
• Outcome
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Brand Relevance 21
Challenges with B2B Stories
Be Relevant
Be IntriguingPunch:
• Problem
• Solution
• Outcome
Story Overload
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Signature Stories ThatProvide Freshness and Energy
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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For the Love of Flavor
Purpose—to enrich people’sLives through flavor
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Love at First Taste
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Observations
100 Million ViewsOver two Billion Exposures
Energy
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Signature Stories ThatProvide Emotional Connection
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Becky’s Story© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Observations
Emotional ConnectionInspirational
Heart CompetenceDiscovered by Viewer
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Training for Transplant OlympicsThanking the donor
Becky’s Story
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Stop taking abut yourself.Tell stories about your client. Manny Rodrigues
Chief Mkt and Experience OfficerUC Health
Organizational Values• Patient first
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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< Live extraordinary
Train engineer back aboard afterbrain tumor threatens hearing
After a devastating hand injury, Kim Hess is just one summit away from climbing the seven tallest peaks on each continent.
Lindsay Pratt, 26, gave her mom, Vera Pacca, 58, part of her liver, her mom could not talk her out of it.
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
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Final Thoughts
Signature Stories Are Powerful—Facts Are Not• Get attention• Change perceptions• Persuade• Energize• Stimulate action
To Find, Create, & Use Sig Stories Is Challenging
But Worthwhile
© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.
Page 33
Proprietary and confidential
Do not distribute
Creating Signature Stories
DAVID A. AAKERProfessor Emeritus, Haas Berkeley
Vice Chairman, Prophet
Blog: davidaaker.com
MSI Webinar
February, 2018© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.