David Aaker, Vice Chairman, Prophet Brand Strategy; Author, ‘The Future of Purpose-Driven Branding’
- David Aaker serves as Vice Chairman at Prophet, a global growth consultancy.
- He is also known as the “Father of Modern Branding”.
Podcast
Overview
In a riveting conversation with marketing luminary David Aaker, we delve into the realm of purpose-driven branding and its transformative potential for businesses worldwide. Aaker, hailed as the father of modern branding, shares insights from his latest book and unravels the intricate dynamics of embedding purpose into a brand identity. From defining purpose-driven branding to examining its long-term business benefits, Aaker navigates through the evolving landscape of consumer expectations and ethical imperatives.
00:40- About David Aaker
- David Aaker serves as Vice Chairman at Prophet, a global growth consultancy.
- He is also known as the “Father of Modern Branding”.
- In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing.
- Aaker has authored and published hundreds of articles and 17 books, including ‘Aaker on Branding: 20 Principles That Drive Success’, ‘Brand Relevance’, and ‘Spanning Silos, Brand Portfolio Strategy’.
10:43- How can purpose driven branding help in crisis management and recovery?
- Purpose-driven branding changes the narrative during a crisis, redirecting focus from negative perceptions to positive social impact.
- It enhances trust by demonstrating a commitment to social good, leading to significant increases in trust levels and positive media coverage.
- It helps in demonstrating authenticity and resilience to stakeholders.
20:45- How do sustainability and ethical considerations play into purpose driven branding?
- Every company needs to uphold ethical standards, although adherence may not directly impact business or global influence.
- Environmental sustainability poses challenges in creating signature social branded programs, as initiatives often revolve around energy reduction rather than easily brandable environmental objectives.
- Most companies focus on energy reduction, which proves challenging to brand effectively.
RESOURCES:
Learn more about David Aaker: LinkedIn
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Profile
- David Aaker serves as Vice Chairman at Prophet, a global growth consultancy.
- He is also known as the “Father of Modern Branding”.
- In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing.
- Aaker has authored and published hundreds of articles and 17 books, including ‘Aaker on Branding: 20 Principles That Drive Success’, ‘Brand Relevance’, and ‘Spanning Silos, Brand Portfolio Strategy’.
