How to Build a Strong, Relevant and Successful Brand? | David Aaker, Vice Chairman, Prophet Brand Strategy
The Brand Called You
00:00
The Impact of the Pandemic on Branding
I think that brands are more important than ever because you can do research on information about brands. But first of all, who wants to do that? Most people have got other better things to do. And second of all, even if you do it, you have to decide which brands to consider and that's a branding issue. If your brand is not a top of mind or in a consideration set because it's relevant, two things need to happen. It's got to be aware of it and people got to think it's credible,. You're not going to win in any marketplace unless you achieve that sort of thing.
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