David Weinberger: Customers are uninterested in what brands, companies and products say about themselves. He says there's a really powerful communication tool - the use of stories. "You just don't tend to be skeptical if you're involved in the story," 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.