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California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
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Article Information
What Are Your Signature Stories?
Aaker, David A., and Jennifer L. Aaker
58
/
3
(
Spring
2016
):
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.