After working with more than 500 brands over the past 20 years, we've seen a lot of change. Capturing market share is becoming more elusive. Marketing investments must work harder than ever before, and creating relevant brand connections has become increasingly complex. What hasn't changed, though, is the fundamental purpose of a brand:
To inspire how people feel, influence how they behave, and compel them to act.
Read Dave's blog, Aaker on Brands, at www.aakeronbrands.com, and follow him on twitter @DavidAaker!
David Aaker, Vice Chairman of Prophet consults exclusively for Prophet clients. He is the creator of the Aaker Model™, has published more than 100 articles and 15 books, including his latest, Brand Relevance: Making Competitors Irrelevant.
This playlist includes David's speaking engagements at the Haas School of Business, University of California, Berkeley, where he is a Professor Emeritus as well as seminars and conferences all over the world.