Narratives in Marketing

What is narrative in marketing?
According to David Aaker, retired marketing professor from Haas School of Business and now a partner at Prophet, this can be best answered by showing a perfect example of masters of narratives, The Republican Party. Narrative is about having a coherent theme in every communication, repeating the same message over and over. Narrative starts with correctly framing the message and choosing words that reinforce this framing. Take the case of some of the republican causes:

1. Death Tax, Not estate tax!
2. Pro Life
   
3. Tax Relief
   

David Aaker, spent an engaging hour with a small group of students. His favorite answer for a question is, "you know I have written a book on that, have you read it". Which is true, he has written several books which are arguably seminal works on Branding and Marketing strategy.