David Aaker

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.Want to help shape TED's shows going forward? Fill out our survey!For a chance to give your own TED Talk, fill out the Idea Search Application: ted.com/ideasearch. Hosted on Acast. See acast.com/privacy for more information.

David Aaker, Vice-Chairman of Prophet, discusses his latest book on game-changing subcategories and the disconnect between branding and strategy. He emphasizes the importance of maintaining brand identity during crises and explores the value of social benefits and brand communities. The speaker also highlights the significance of building connections and introduces humor in business as a topic of discussion.

David Aaker, expert in disruptive innovation and marketing, discusses the relevance of disruptive innovation, the power of storytelling in B2B marketing, and the importance of branding in today's rapidly changing landscape.

Renowned branding and marketing expert David Aaker discusses the importance of storytelling in building brands. He explores the transition from academia to marketing research, the changing strategies and skills in modern marketing, and shares a unique flavor story experiment. Aaker emphasizes the significance of a brand's signature story and highlights successful examples like Life Boy and Dove.

David Aaker, strategic messaging expert, discusses his book 'Creating Signature Stories' which focuses on strategic messaging that energizes, persuades, and inspires. They explore the OCCUR model for brand identity, emphasize the power of storytelling in marketing, and discuss lessons on branding and organizational management. They also touch on the influence of tech companies like Google, Facebook, Amazon, and Apple.