The best advertising does represent a story. What are some of the better brand stories you've encountered in your work? One of my favorites is the Delve Real Beauty thing and the stories they tell about some experiments they did. Another is Life Boy Help a Child Reach Five where they had this pro hand washing program to help people stop dying.
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.