San Francisco based Prophet marketing consultancy vice-chairman David Aaker said in a recent report that “signature stories” are emerging as a current marketing darling, as they trump straight facts in communicating brand value to a company’s many publics.
He noted that such stories are “superior to facts in getting attention, being remembered, changing opinions, stimulating social activity, developing emotion and, curiously, communicating facts.”
Further, “We call such stories ‘signature stories’ because they represent some form of strategic statement about a mission, values, the brand, customer relationship or strategic intent,” Aaker stressed.
He also observed that marketers are now hiring content developers such as journalists, editors, and film makers to their cadre to execute their story telling initiatives.
Among others, he noted that a story needs to be intriguing to catch the attention of the company’s many audiences by presenting a plot in a novel, thought provoking, or entertaining manner to the audience.
Additionally, Aaker stressed the need for authenticity in developing a signature story. He noted that audiences perceive when a story is contrived so a company must do its best to create a line that has substance and is transparent in its intent.
Furthermore, he noted that the story must be able to engage the consumer on an emotional or intellectual level.
The message must likewise serve a strategic purpose by reinforcing brand equity, the marketing executive added.
