David Aaker | Vice Chair, Prophet | Why is Brand Value Still Not a Generally Accepted Principle?

A CMO Confidential Interview with David Aaker, Vice Chair of Prophet, author of numerous marketing books including Aaker on Branding 2nd Edition, formerly a Haas School of Business Professor. David discusses the history of brand equity starting with the BCG model from the 90's and why that model and scanner data drove a short-term sales focus at the expense of brand equity. After years of progress, he believes we are now experiencing "A revival of short-termism." Key topics include: the differences between B2B and B2C brand building; the need for marketers to appreciate that brands aren't built in isolation; and how to break through in a hostile communications environment. Tune in to hear why he believes "There are easy ways for companies to build better brands," and case studies from Dove and Uniqlo.

Brand value has been discussed for decades—so why isn’t it a universally accepted business principle? In this episode of CMO Confidential, host Mike Linton sits down with branding legend David Aaker, Vice Chair at Prophet, author of 18 books, and widely regarded as the “Father of Modern Branding,” to unpack why the fight for brand equity is far from over.

From the origins of brand equity in the 1990s to today’s hostile marketing environment, Aaker shares insights on:

• Why brand should be treated as a long-term asset, not a short-term tactic

• How short-termism and performance marketing are eroding brand value

• The difference between B2B and B2C brand management (and why organizational values matter more in B2B)

• Examples of brands that have nailed disruptive innovation and purpose-driven branding (Dove, Uniqlo, Habitat for Humanity)

• Why most companies are managing brands poorly in today’s cluttered, skeptical media environment

• How AI could democratize creativity and make professional branding accessible to more companies

Packed with history, frameworks, and practical examples, this conversation will change the way you think about brand value, brand portfolios, and how to make your brand truly indispensable.

00:00 – Introduction to CMO Confidential & Guest David Aaker

01:15 – Why Brand Value Still Isn’t a Universally Accepted Principle

03:45 – The Birth of Brand Equity in the 1990s

06:10 – Short-Termism, Performance Marketing, and the Brand Erosion Problem

08:35 – How to Justify Brand as an Asset (Case Studies & Examples)

11:20 – The Visibility Advantage and 14 Dimensions of Brand Value

13:05 – Why CFOs and Boards Believe in Other Brands, but Not Their Own

15:10 – B2B vs B2C Branding: Key Differences and What Matters Most

17:45 – Why Many Companies Are Managing Brands Poorly Today

20:00 – Branding in a Hostile Communication Environment

22:05 – The Power of Brand Portfolios, Companion Brands, and “Silver Bullet” Brands

24:30 – Examples: Uniqlo, HeatTech, and the Westin Heavenly Bed

26:10 – Super Bowl Advertising: Breaking Through Clutter and Skepticism

28:00 – AI, the Democratization of Creativity, and the Future of Branding

29:20 – Final Advice: Your Duty as a Marketer to Build the Brand as an Asset

30:15 – Closing Remarks & Subscribe

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