David Rothkopf: I think the really strong programs are those that end up helping the business. It just common sense because when you have a program that's helping the business, the business has got a lot of resources. He says it's all about positioning the discussion. That's so much more important than winning the discussion. If you can get the discussion on your terms, you've already won.
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.