The only way to grow is to create customer must-have that define a whole new subcategory. Steve Jobs famously never did any market research because it was always his instinct about a technology advancement. "My brand is better than your brand efforts don't create growth," he says.
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.