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The Power Of Signature Stories David Aaker and Jennifer L. Aaker

Stories are a hot topic in marketing because they have been shown to be superior to facts in getting attention, being remembered, in changing opinions, in stimulating social activity, developing emotion, and, curiously, even in communicating facts. Many firms have added journalists, editors, and filmmakers to their staffs to create or find meaningful stories and present them in a compelling way.


Brand Quarterly #21  

Does your brand inspire loyalty? Find out how top brands do it, in this latest issue.

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