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.

WHY?

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

Importance of Strategic MessagingInternally and Externally

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

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.

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.

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.

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.

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

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.

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.

Signature Stories ThatChange Perceptions

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

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.

No RunningNo Contact6 per side

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

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.

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.

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.

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.

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.

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.

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.

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.

Signature Stories ThatProvide Freshness and Energy

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

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.

Love at First Taste

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

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.

Signature Stories ThatProvide Emotional Connection

© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

Becky’s Story© 2018 David A. Aaker at MSI Webinar “Creating Signature Stories” on February 28, 2018. All rights are reserved.

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.

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.

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.

< 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.

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.

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.