You write about how capitalism has created an unsustainable set of problems. And declare that business has to decide what role it wants to play. Do it sit on the sidelines waiting for governments to take action? Or does it start addressing these issues? You go into suggest that companies must develop what you have called signature social programs.
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.