Weekend Reading: “Creating Signature Stories” By David Aaker

For the 160th episode of The Marketing Book Podcast, I interviewed David Aaaker, “The Father of Modern Branding” about his newest book, Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires

Content is king in the digital age, and stories are the key to content. That’s because stories are much more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement.

Signature stories―intriguing, authentic, and involving narratives―apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories.


This book shows how to apply the power of storytelling to strategic messaging in the age of social media. And it explains why storytelling is so helpful–and often necessary–in making your message come alive.

A bit more about the book…


Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.