You need to be close to your customers. You need to know what your competitors or others are doing. But at the same time, you have to be on top of technology and artificial intelligence. The problem is not so much identifying opportunities as to knowing what to do with them.
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.