JUST Branding S06.EP15 - What Smart Brands Do Differently with David Aaker
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Sep 1, 2025 Branding guru David Aaker, vice chairman of Profit and creator of the Aaker brand vision model, discusses what sets strategic brands apart in 2025. He emphasizes the necessity of brand relevance over mere visibility, pointing out how innovative strategies and community engagement can boost brand loyalty. Aaker highlights the evolving dynamics of brand communication, advocating for creative integration into cultural experiences. He also touches on the lasting impact of brand storytelling and corporate culture on an organization’s success.
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Brand Equity Is A Strategic System
- Brand equity is broader than awareness and must be managed strategically across the whole organization.
- It comprises relevance, image, and loyalty and mustn't be treated as only a communications function.
Prioritize Relevance Over Awareness
- Make your brand relevant not just known by ensuring visibility and credibility in the current market context.
- Show you can deliver the must-haves customers expect to be considered a legitimate choice.
You Can't Build A Brand Alone
- No brand exists in isolation; strong brands rely on portfolios, endorsers, co-brands and sub-brands.
- Branded features or programs (silver bullets) create differentiation, energy, or credibility when named and managed.
