In 1934, a guy was running brands at Procter & Gamble. He wrote a two and a half-page memo outlining the company's brand management system. It meant that brands were run by advertising managers in middle management. That way of looking at brands was completely tactical; it drove the whole system tactically.
Hailed the “Father of Modern Branding,” David Aaker has received numerous awards for his contributions to the science of marketing and authored some of the most influential books in business. He joins to talk about his new book, “The Future of Purpose-Driven Branding,” and his legendary career.