Podcasts about David Aaker

In this episode, David Aaker, hailed the “Father of Modern Branding” and Vice Chairman at Prophet, unveils the secrets to successful brand building, the power of purpose-driven marketing, and the importance of storytelling in a fast-paced business world. David also discusses AI in marketing, the challenges of message distribution, and how to humanize a brand.

Hosts Patty McCord and Jessic Neal are joined by David Aaker, the father of modern branding. As an author, speaker, and Vice Chairman, David has paved the way for branding to evolve into what it is today through his work. Listen in as they dive into what makes a successful brand!Relevant links:Book: Aaker on BrandingBook: The Future of Purpose-Driven Brandingdavidaaker.com Do you have an ongoing work issue you need guidance solving? Or maybe you want to know how Patty and Jess would have dealt with a past problem. Share your stories and questions with our producers here.TruthWorks is hosted by Jessica Neal and Patty McCord. The show is edited, mixed and produced by Megan Hayward and Mik Finnegan. Our Production Manager is Kathleen Speckert. TruthWorks is an editaudio production.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This episode explores the critical factors that define market leadership, from being first in a category to leveraging innovation and strategic marketing. Hear from experts like David Aaker, Mark Ritson, and Byron Sharp on how top brands maintain dominance and why small brands face uphill battles. Discover actionable insights on standing out, staying top of mind, and converting prospects into loyal customers.[00:00:00] Intro: Winning in B2B SaaS[00:01:23] David Aaker on Market Stability[00:03:00] Mark Ritson: Challenges for Small Brands[00:04:08] Byron Sharp's Law of Double Jeopardy[00:06:30] The Importance of Mental Availability[00:09:30] Innovation vs. Excess Share of Voice[00:12:15] Case Study: Monday.com's Marketing Spend[00:17:08] LG's Failed Market Strategy[00:19:00] Creating a Unique Market Position[00:22:00] Staying Top of Mind Strategically[00:25:39] Creative Low-Cost Marketing Tactics[00:30:00] Outro: Key TakeawaysMy links:X: https://twitter.com/peeplajaLinkedIn: https://www.linkedin.com/in/peeplaja/Personal site: https://peeplaja.com/Wynter: https://wynter.com/Speero: https://speero.com/CXL: https://cxl.com/

In a riveting conversation with marketing luminary David Aaker, we delve into the realm of purpose-driven branding and its transformative potential for businesses worldwide. Aaker, hailed as the father of modern branding, shares insights from his latest book and unravels the intricate dynamics of embedding purpose into brand identity. From defining purpose-driven branding to examining its long-term business benefits, Aaker navigates through the evolving landscape of consumer expectations and ethical imperatives. 00:40- About David Aaker David Aaker serves as Vice Chairman at Prophet, a global growth consultancy.  He is also known as the “Father of Modern Branding”. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. Aaker has authored and published hundreds of articles and 17 books, including ‘Aaker on Branding: 20 Principles That Drive Success', ‘Brand Relevance', and ‘Spanning Silos, Brand Portfolio Strategy'. --- Support this podcast: https://podcasters.spotify.com/pod/show/tbcy/support

Welcome to this captivating episode of our marketing podcast, where David Aaker, Vice Chairman at Prophet, a luminary in branding, shares his journey from brand equity to multidimensional branding. In this insightful conversation, he explores portfolio management, the purpose of brands, and their impact on social programs. Acknowledged as the father of modern branding, David's wisdom and trailblazing efforts inspire continued passion for writing and authorship. Join us in uncovering the origins of ground-breaking concepts that now shape the mainstream branding landscape. A privilege to learn from a true visionary!

  David Aaker is the world's leading brand strategist, having created the most recognized brand strategy model, written 18 books, and helped countless companies develop successful approaches to brand equity management. Join us as he shares the progression of his career and the evolution of his thinking regarding the real sources of brand value. A successful brand, he says, needs energy, differentiation, and engagement. Managers must think long-term about their brands, and use brand equity strategies to resist the pressure to make reactive, short-term adjustments. Take a listen to learn why disruptive innovation is essential to survive and thrive in our fast-changing world. Bonus tip: Learn the reason Professor Aaker considers Brand Portfolio Analysis to be his single most important book. About our Guest: David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the BerkeleyHaas School of Business. He is the winner of five career awards including the NYAMA Marketing Hall of Fame. He has published over 120 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages. They include Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories and The Future of Purpose-Driven Branding. The first two of these have received over 45,000 citations. Sometimes called the Father of modern branding, he was named one of the top five most important marketing/business gurus in 2007 and won awards for the best article in the California Management Review and the Journal of Marketing (twice). WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

Have you ever wondered about the power of effective storytelling in business? Join us as we host Dave, a master in the world of branding, known for his fascinating transition from a quantitative modeler to a leading branding expert. Dave takes us on his journey, detailing his understanding of brand equity, its application in business strategy, and the crucial role of branding in addressing societal issues. Hear about his commitment to helping businesses harness the power of brand strategies and creating lasting impressions.Dave throws light on how businesses can use signature stories to break through defensive barriers and create a strong emotional connection with their audience. Learn from the story of LL Bean, a company that effectively used narratives to communicate their brand and stand out. Dave emphasizes the significance of brand visibility, relevance, and credibility in building a solid, long-term asset, making for an insightful conversation you don't want to miss.Additionally, we delve into branding's role in innovation. Dave shares tips to help brands differentiate themselves and the strategy behind constructing a brand portfolio. We also discuss how branding can convey a company's social purpose, further strengthening its relevance in the market. As we conclude the episode, we encourage you to explore more of Dave's work and the importance of branding in creating a lasting impact. This episode promises to enrich your understanding of branding and its power in shaping business success. So, why wait? Tune in now!https://prophet.com/author/david-aaker/Thanks for tuning in to this episode of Follow The Brand! We hope you enjoyed learning about the latest marketing trends and strategies in Personal Branding, Business and Career Development, Financial Empowerment, Technology Innovation, and Executive Presence. To keep up with the latest insights and updates from us, be sure to follow us at 5starbdm.com. See you next time on Follow The Brand!

Host George B. Thomas and guest David Aaker discuss the concept of disruptive innovation and its relevance in today's marketing world. Discover why innovation is the only way to grow, why stories stand out, and how social media has completely ch

We talk Brand positioning, Marketing strategy and Advertising effectiveness.How important is brand compared to performance marketing?We even delve into how to stretch your budget further by pooling production costs and creating a year's worth of ads in one go!How can challenger brands position themselves for profitable growth?How can you build a big brand on a small budget?How can you get the impact of a TV campaign for a fraction of the cost?What's the biggest mistake small companies make with their marketing?A board level strategist for Fortune 10s, startups and nonprofits, Faisal Siddiqui is on a mission to make brand marketing more accountable and effective for all.A specialist in developing positioning strategies that perform he has over a decade of experience leading large-scale engagements in over 15 countries around the world.Faisal's clients include Royal Dutch Shell, ABB Formula E Racing, Waze, Al Jazeera Media Network, Turkish Airlines, Addiko, Samsung, Anglo American, Orange France-Telecom and Mubadala, the sovereign wealth fund of the UAE.Providing a global perspective on brand building, he has co-authored white papers with David Aaker, guest lectured on brand strategy at York University and has been quoted in the BBC, Marketing Magazine and American Marketplace, among others.Website: https://creativebusinesscompany.com/Twitter: @faisaldontbuntLinkedIn: https://www.linkedin.com/in/faisal siddiqui/

Coin35 - A franquia Sonic e a estratégia de relevância No #Coin2Biz de hoje, Bruno Garcia (@bruno_talk2biz) faz uma análise sobre o Sonic enquanto marca: como a Sega vem tratando a sua principal franquia e como suas decisões revelam uma orientação estratégica muito clara (e talvez um pouco descuidado) com a marca que mais lhe rendeu faturamento desde sempre. Que paralelos podem ser traçados entre a estratégia da marca Sonic traçada pela Sega e a abordagem de branding da Nintendo para o seu mascote, Mario? Como estas abordagens se relacionam com a teoria de David Aaker sobre relevância da marca? E quais lições podemos tirar disso tudo? Não deixe de ouvir! #games #mercado #podcast #coin2business #talk2biz #coin2biz #inovacao #tecnologia #escoladoposicionamento #michaelporter #posicionamentoestrategico #estrategiaempresarial #nintendo #sega #8bit #16bit #nes #famicom #supernes #supernintendo #superfamicom #megadrive #genesis #sonic #marcasonic #sonicprincipalfranquiadasega #marca #posicionamento #propostadevalor #gestaodebranding #brandequity #planejamento #vantagemcompetitiva #segundageracao #terceirageracao #quartageracao #quintageracao #sextageracao #setimageracao #oitavageracao #videogame #lançamento #relavanciadamarca #davidaaker #mario #supermario #mariobros #professorbrunogarcia #brunogarcia

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Learn the art and science of brand transformation from professor, author and brand strategist Emmanuel Probst.

Today's guest - Erich Joachimsthaler - is the #1 brand strategist on the planet. He built from scratch a top-ranked professional services firm - called Vivaldi_ - which regularly advises the world's most admired CEOs and chief marketing officers - on their most complex transformational issues. Joachmisthaler's leadership journey will amaze you. He has continuously 'written the next chapter' - each new one more riveting than the last - from humble roots growing up in a small town in Germany to earning a doctorate from Harvard Business School to co-authoring Brand Leadership (with David Aaker) which literally redefined the way companies think about brand, strategy and their core purpose. It's no wonder why top talent and future leaders are attracted to Vivaldi. The firm has a unique culture and inspires future leaders to reach maximum potential. His most recent book - The Interaction Field - has been recognized by top scholars at elite business school. We all know that something fundamental has changed in how businesses deliver value, but many of us have no idea what to do about it. This deeply insightful book takes you behind the scenes to explore the idea of shared value - for real. Virality, network effects and learning have changed the very nature of competitive advantage. This deeply insightful book will show you how to use these shifts to your advantage."―Rita Gunther McGrath, professor, Columbia Business School "A thrilling new way of looking at a successful business model for the future. This fascinating book contains great business stories-such as LEGO, John Deere, Alibaba, Flatiron Health, and more-as well as important thinking today's CEOs should become familiar with."―Vijay Govindarajan Coxe Distinguished Professor at Tuck at Dartmouth NYT and WSJ Best Selling Author, Three Box Solution: A Strategy For Leading Innovation "In this powerful and groundbreaking book, Joachimsthaler clearly demonstrates how platform thinking can be utilized to create shared value and drive new growth for companies and brands."―David Collis, Adjunct Professor at Harvard Business School, author, Corporate Strategy: Resources and the Scope of the Firm "A fascinating, practical and insightful book that brilliantly examines the value that platform thinking can bring to companies and brands in today's hyper-connected world."―Sangeet Paul Choudary, CEO of Platformation Labs, International best-selling co-author, Platform Revolution and author of Platform Scale "An engaging, insightful and immensely practical book on building strong brands and businesses delivering not just shareholder value but also shared value for companies, customers and society."―Vince Hudson Senior Vice President, Enterprise Marketing Strategy, American Express www.imperfectleaders.com

Today's guest - Erich Joachimsthaler - is the #1 brand strategist on the planet. He built from scratch a top-ranked professional services firm - called Vivaldi_ - which regularly advises the world's most admired CEOs and chief marketing officers - on their most complex transformational issues. Joachmisthaler's leadership journey will amaze you. He has continuously 'written the next chapter' - each new one more riveting than the last - from humble roots growing up in a small town in Germany to earning a doctorate from Harvard Business School to co-authoring Brand Leadership (with David Aaker) which literally redefined the way companies think about brand, strategy and their core purpose. It's no wonder why top talent and future leaders are attracted to Vivaldi. The firm has a unique culture and inspires future leaders to reach maximum potential. His most recent book - The Interaction Field - has been recognized by top scholars at elite business school. We all know that something fundamental has changed in how businesses deliver value, but many of us have no idea what to do about it. This deeply insightful book takes you behind the scenes to explore the idea of shared value - for real. Virality, network effects and learning have changed the very nature of competitive advantage. This deeply insightful book will show you how to use these shifts to your advantage."―Rita Gunther McGrath, professor, Columbia Business School "A thrilling new way of looking at a successful business model for the future. This fascinating book contains great business stories-such as LEGO, John Deere, Alibaba, Flatiron Health, and more-as well as important thinking today's CEOs should become familiar with."―Vijay Govindarajan Coxe Distinguished Professor at Tuck at Dartmouth NYT and WSJ Best Selling Author, Three Box Solution: A Strategy For Leading Innovation "In this powerful and groundbreaking book, Joachimsthaler clearly demonstrates how platform thinking can be utilized to create shared value and drive new growth for companies and brands."―David Collis, Adjunct Professor at Harvard Business School, author, Corporate Strategy: Resources and the Scope of the Firm "A fascinating, practical and insightful book that brilliantly examines the value that platform thinking can bring to companies and brands in today's hyper-connected world."―Sangeet Paul Choudary, CEO of Platformation Labs, International best-selling co-author, Platform Revolution and author of Platform Scale "An engaging, insightful and immensely practical book on building strong brands and businesses delivering not just shareholder value but also shared value for companies, customers and society."―Vince Hudson Senior Vice President, Enterprise Marketing Strategy, American Express www.imperfectleaders.com

Summary:This week on How To Win: I'm taking the opportunity to dive deeper into something we've touched on in previous episodes, but never given the complete attention it deserves: how to get inside the limited consideration set of your ideal customers. I'll share how to create mental availability beyond your product, how to position yourself in the market, and unpack the B2B Message Layers™ framework. You'll also hear input from Drift's David Cancel, Andreessen Horowitz's Andrew Chen, and author of Obviously Awesome, April Dunford.Key Points: What does the brand landscape look like today? (00:42) Why the creation of new subcategories led to a boom in the Japanese beer market with a quote from author David Aaker (02:51) People buy based on mental availability, not personal experience (05:17) Three ways to get inside people's limited consideration set: Innovation (08:15) Excess share of voice (10:28) Winning on things beyond the product (12:38) 'The Law of Shitty Clickthroughs' with a quote from Andreessen Horowitz's Andrew Chen (15:44) The importance of pattern interruption (17:20) How to go after the category kings (19:05) How to create a category with a quote from Drift's David Cancel (21:06) What is positioning? With a quote from 'Obviously Awesome' author April Dunford (23:25) How do you win on positioning? (24:15) Staying top of mind with mental availability (26:31) Why you can't make people buy by using a magic copywriting formula with a quote from copywriting expert Roy Furr (29:03) I lay out my B2B Message Layers™ framework (30:55) Wrap-up (33:26) Mentioned:David Aaker TwitterAndrew Chen LinkedInCategory creation and product-led differentiation with Drift's David CancelApril Dunford WebsiteRoy Furr LinkedInMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL

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.

David Aaker serves as the Vice Chairman of Prophet and Professor Emeritus of Marketing Strategy at the Berkeley Haas School of Business. He an inductee of the American Marketing Association Hall of Fame and has written 18 books on brand and brand strategy that has sold over a million copies worldwide. His latest book is The Future of Purpose-Driven Branding: signature programs that impact & inspire both business and society. Learn more about Dave:-        Website -        LinkedIn-        Twitter-        FacebookTop 3 Lessons:1.     Successful disruptive innovation requires branding2.     Only through branding can you align disparate social programs and bring value to the business3.     Follow your interests and curiosity on the way to mastery that's uniqueBONUS:The Future of Purpose-Driven Branding free e-book download Episode website URL:https://www.howiechan.com/blog/podcast-davidaaker-ep8 Resources and mentions:The Future of Purpose-Driven Branding by David Aaker - buy HERE Owning Game-Changing Subcategories by David Aaker - buy HEREBlue Ocean Strategy by Renée Mauborgne and W. Chan Kim - buy HEREThe Innovators Dilemma by Clay Christensen - buy HERECompetitive Advantage by Michael E. Porter - buy HEREAffiliate links – zero cost to you and a little something goes to support the Healthy Brands podcast

This week WARC talks brand purpose with David Aaker, vice chairman at Prophet. Discussing the role of purpose in the marketing industry and how marketers can use purpose to help solve societal problems. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

Grab your free e-book here!In this week's episode, DuBose talks to David Aaker, Vice Chairman at Prophet. David is a legend in this field, and he shares his knowledge on creating a strong brand purpose for your company, no matter what you offer. Can all brands have a social purpose? Does work across different sectors and where do you even start looking for what fits your brand?To find out more and to connect with David Aaker, follow the links below:LinkedIn: https://www.linkedin.com/in/davidaaker/Twitter: https://twitter.com/DavidAakerFacebook: https://www.facebook.com/AakerOnBrandsHashtag: #AakeronBrandsScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Hanna Samuelson and hosted by DuBose Cole. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find DuBose on LinkedIn and tweet him @dubosecole.Say hi at media@wearerival.com, we'd love to hear from you.

Branding expert and author David Aaker returns for his third appearance on the On Brand podcast. While he thanked me for having him back, I thanked him for continuing to create interesting work. His latest book is The Future of Purpose-Driven Branding which we discussed this week on the show. About David Aaker David Aaker, is the author of over one hundred articles and 18 books on marketing, business strategy, and branding that have sold over one million copies. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. His latest book is The Future of Purpose-Driven Branding.   Episode Highlights Purpose vs. mission. We jumped right in with a big question that David takes on in the first chapter of his book. What's the difference between purpose and mission? “Purpose starts as a why question. Mission is a how question.” The two are related but different, which is why David addresses both in his book. Brand as a lens. I jokingly asked David how he keeps writing books. What more is there to say?? David answered on the importance of brand as a lens that you can use to examine issues like stories (the subject of his first On Brand interview) and innovation (what we chatted about during his second visit to the show). “You need branded programs to do all of these things.” The importance of signature programs. David spent a lot of the interview talking about why brands need signature programs that reinforce their social program rather than ad-hoc charitable, socially conscious activities. He points to Dove Beauty as the gold standard while also citing what Thrivent has done to support Habitat for Humanity. What brand has made David smile recently? David pointed to one of his favorite examples, the brand conglomerate Unilever. Specifically, he defended Hellman's purpose-driven work that was recently attacked in The Wall Street Journal. David makes a good—and on-brand—case for why Hellman's is on the right track. To learn more, check out his blog at davidaaker.com (his next post will be on the Hellman's issue noted above) and his new book The Future of Purpose-Driven Branding. Want more David Aaker On Brand? Check out his first appearance on signature stories and his second appearance on innovation. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you're hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you'd like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Think about some of the most successful brands in the business: Amazon, Tesla, Etsy… the list goes on. They all have certain qualities in common: they took a unique approach to an existing category of products and services and they continued to innovate and grow their brand to meet the changing needs of their customers.  When it comes to developing your brand, there is no one better to learn from than David Aaker. David is a brand consultant and strategist who is known as the “Father of Modern Branding.” His book, Brand Relevance: Making Competitors Irrelevant, was named among the "Ten Marketing Books You Should Have Read" by Advertising Age in 2011 and named one of the top 3 marketing books of the year by Strategy and Business.  In this episode of YAP, David and Hala talk about how to build brand loyalty and keep your brand relevant. He explained how to dominate subsections of existing product categories rather than trying to build entirely new ones and gave examples of businesses that are dominating their industries. They talked about how the digital age is affecting the process of product innovation and how to elevate your brand by aligning it with a mission.  Topics Include: - The problem with the BDG model of strategy  - The pillars of the Aaker Model  - What is brand loyalty?  - Brand relevance  - How to lose relevance  - David's latest book - What is a game-changing subcategory?  - Which businesses are properly dominating their industries?  - Must-haves vs. parody must-haves - Finding the right subcategory  - Creating barriers for your competition  - Disruptive innovation - The digital age's impact on subcategory growth - Elevating your brand by connecting it with a higher purpose  - David's secret to profiting in life - And other topics… David Aaker is a brand strategist who is known as the Father of Modern Branding. He serves as Vice-Chair at Prophet, which helps clients grow in the face of disruption. David is an active branding consultant, Professor Emeritus at the Haas School of Business and UC Berkeley. He is a revered speaker and thought leader. His books have been translated into 18 languages and have sold over 1 million copies. He has also developed several well-known marketing and branding concepts such as the Aaker brand vision model.  In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. Sponsored By: Shopify - Go to shopify.com/profiting, for a FREE fourteen-day trial and get full access to Shopify's entire suite of features ClickUp - Sign up today at ClickUp.com and use codeUse code YAP to get 15% off ClickUp's massive Unlimited Plan for a year! The Jordan Harbinger Show - Visit jordanharbinger.com/start to get started! Sabio - Save $125 on your total bootcamp cost! Visit sabio.la/YAP to learn more Ethos - Go to ethoslife.com/YAP to get your free life insurance quote today Resources Mentioned: David's Latest Book: Owning Game-Changing Subcategories  Prophet's Website: https://www.prophet.com/  David's LinkedIn: https://www.linkedin.com/in/davidaaker/  YAP's interview with Marietta Crawford: https://podcasts.apple.com/us/podcast/79-tell-your-brand-story-and-transform-your-career/id1368888880?i=1000490554815  Connect with Young and Profiting: Hala's LinkedIn: https://www.linkedin.com/in/htaha/     Hala's Instagram:https://www.instagram.com/yapwithhala/     Hala's Twitter: https://twitter.com/yapwithhala  Clubhouse: https://www.clubhouse.com/@halataha   Website: https://www.youngandprofiting.com/  Text Hala: https://youngandprofiting.co/TextHala or text “YAP” to 28046 Learn more about your ad choices. Visit megaphone.fm/adchoices

David Aaker is the author of over 100 articles and 18 books on branding, business strategy, and marketing that have sold well over one million copies. Hailed the “Father of Modern Branding”, David is a true authority on branding and we're incredibly humbled to have him here on JUST Branding. In this episode, we focus on two of his recent books… The first is “Owning Game-Changing Subcategories” which focuses on disruptive innovation & growth in the digital age. And the second is his latest book, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. Tune in to understand how brands can break through with disruptive innovation and the “must-haves” for growth in the digital age. Plus, how brands can maintain relevance & connect with future consumers through purpose-driven branding while avoiding green-washing.

Já falei TANTO desses livros que acho que virei um embaixador do David Aaker no Brasil. No episódio curtinho de hoje falo um pouco mais NO DETALHE de como esses livros podem te ajudar a ser um melhor estrategista. Não esquece que, se for comprar, vai no galileunogueira.com/lojinha e compra do seu professor aqui :) #branding #brandingemtudo #marcas #brand #livros ---- Faça parte da Turma 07 da Imersão BDP > galileunogueira.com/bdp ---- Não deixe de me seguir nas redes sociais. Acesse: Instagram - https://www.instagram.com/galileunogueira Linkedin - https://www.linkedin.com/in/galileu/ ---- Apresentação: Galileu Nogueira (@galileunogueira) Edição de áudio e Sonoplastia: Pâmela Jucio Design: Mars Comunicação Redes Sociais: Brenda Barboni e Bê Aguiar RP: Rebecca Sturki

BIO: David Aaker, sometimes called the Father of Modern Branding, is the author of 18 books on branding and related topics. He is the vice-chair of Prophet, a global branding, growth, and transformation consultancy. STORY: David was an advisor to a software company acquired by Microsoft in the 80s. He had stock in the company but decided to sell it to save on taxes. The stock would now be worth millions of dollars. LEARNING: Don't let saving taxes drive your investment decisions. Keep your money in the market for as long as possible.   “Don't sell your stocks to save on taxes.”David Aaker  Guest profilehttps://www.linkedin.com/in/davidaaker/ (David Aaker), sometimes called the Father of Modern Branding, is the author of 18 books on branding and related topics. The last three are https://amzn.to/39nh5lc (Aaker on Branding), https://amzn.to/3MTDX9M (Creating Signature Stories), and https://amzn.to/3MNkVSd (Owning Game-Changing Subcategories). He is the vice-chair of https://www.prophet.com/ (Prophet), a global branding, growth, and transformation consultancy. Worst investment everDavid was an advisor to a software company that was a competitor to Windows in the 80s. The company was better than Windows but couldn't get any of the big computer companies to adopt it. And so they sold to Microsoft. David had stock in this company that he wanted to keep for his daughters. He later decided to sell his stocks to avoid income tax. Had David kept the stocks, his daughter would have millions of dollars today. Lessons learnedDon't let saving taxes drive your investment decisions. Andrew's takeawaysThe real long game in building a portfolio is letting time work its magic. So keep your money in the market for as long as possible. No.1 goal for the next 12 monthsDavid's goal for the next 12 months is to help people understand how to build brand assets and emphasize structures and financials in their strategic thinking. Parting words  “People should manage their charitable giving portfolio as they do their stock portfolio.”David Aaker  [spp-transcript]   Connect with David Aakerhttps://www.linkedin.com/in/davidaaker/ (LinkedIn) https://www.facebook.com/AakerOnBrands (Facebook) https://twitter.com/davidaaker (Twitter) https://www.prophet.com/thinking/aaker/ (Website) https://amzn.to/3y0Xpxf (Books) Andrew's bookshttps://amzn.to/3qrfHjX (How to Start Building Your Wealth Investing in the Stock Market) https://amzn.to/2PDApAo (My Worst Investment Ever) https://amzn.to/3v6ip1Y (9 Valuation Mistakes and How to Avoid Them) https://amzn.to/3emBO8M (Transform Your Business with Dr.Deming's 14 Points) Andrew's online programshttps://valuationmasterclass.com/ (Valuation Master Class) https://academy.astotz.com/courses/how-to-start-building-your-wealth-investing-in-the-stock-market (How to Start Building Your Wealth Investing in the Stock Market) https://academy.astotz.com/courses/finance-made-ridiculously-simple (Finance Made Ridiculously Simple) https://academy.astotz.com/courses/gp (Become a Great Presenter and Increase Your Influence) https://academy.astotz.com/courses/transformyourbusiness (Transform Your Business with Dr. Deming's 14 Points) Connect with Andrew Stotz:https://www.astotz.com/ (astotz.com) https://www.linkedin.com/in/andrewstotz/ (LinkedIn) https://www.facebook.com/andrewstotzpage (Facebook) https://www.instagram.com/andstotz/ (Instagram) https://twitter.com/Andrew_Stotz (Twitter) https://www.youtube.com/c/andrewstotzpage (YouTube) https://itunes.apple.com/us/podcast/my-worst-investment-ever-podcast/id1416554991?mt=2 (My Worst Investment Ever Podcast)

Key Points: Doug explains how Seismic's founders saw a market opening (00:55) How Seismic created a category and helped define a new word (02:43) How the founders played to their strengths and industry experience (04:37) My thoughts on founders playing to their strengths, and a quote from Unqork's Gary Hoberman (06:38) How Seismic achieved product-market fit (08:35) I explain why you need to be the best at something specific if you want to win (09:28) "Contacts become contract" and a quote from YC's Michael Seibel (11:08) Why Doug believes the saying "only the paranoid survive" (13:11) How Seismic usurped the category leaders by acquiring them (14:36) My thoughts on creating categories and subcategories with a quote from Prof. David Aaker (16:05) Why Seismic is so focused on keeping their customers happy to avoid commoditization (19:14) Doug's thoughts on staying true to your brand identity (20:47) I explain the importance of prioritizing brand identity (21:50) Seismic's acquisition strategy (25:00) My thoughts on strategic acquisitions with a quote from LegalZoom's John Suh (26:27) Wrap up (31:35) Mentioned:Doug Winter LinkedInSeismic LinkedInSeismic WebsiteEstablishing authority via industry experience with Unqork's Gary HobermanMichael Seibel LinkedInProfessor David AakerJohn Suh LinkedInLegalZoomMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL

David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.In this episode, we discuss all things brand related, in particular names. We covered:Why intellectual property is not included in the training of brand managersThe importance of being clear on the definition of IPThe different perspective that IP brings to namingNaming and whether descriptive names are a good choiceThe role of intellectual property in building barriers to entry against competitorsBrand equity — three things it consists inView the podcast transcript hereLinkedIn: David AakerTwitter: @DavidAakerdavidaaker.comValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

“You have to stay in business – and you not only have to stay in business, but you have to be profitable. Otherwise, you lose your capacity to help.”The famous David Aaker, Vice-Chairman of Prophet and Prof. Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, reflects on disruptive innovation and the imperative of building brand credibility. From the evolved equity model to brand stories – an insightful guide for modern brand building:How loyalty changed the game and its part in branding;The role of brands in society and how to attain authenticity;Learnings from Goldman Sachs, Barclays, and Buoy Soap;and more“With image and awareness, advertising can handle it. But when you put in brand loyalty, everything changes.” — David Aaker Hosted on Acast. See acast.com/privacy for more information.

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Learn how to build strong brands using modern strategies and stories with the author of Building Strong Brands, Aaker on Branding and Brand Leadership, David Aaker.

Learn how to build strong brands using modern strategies and stories with the author of Building Strong Brands, Aaker on Branding and Brand Leadership, David Aaker. 

In this episode, Shane is joined by Andy Last, CEO of MullenLowe Salt and Author of Business on a Mission: How to Build a Sustainable Brand. The First Edition of the book launched in 2016 and with the second edition launching recently, Andy explains the inspiration behind the book and why he wanted to write a second edition. Andy also talks about the effect the pandemic has had on businesses and their ability to build a sustainable brand, what influence gen z can have on a business and finally, Andy gives his top tips for businesses trying to build a more sustainable brand. About Andy Andy Last co-founded salt, one of the first UK companies to be accredited as a B- Corporation, and has advised businesses for the last 20 years on how they can improve performance by addressing social issues. He has worked since 2006 on Lifebuoy soap's award-winning social mission, described as the ‘best social program ever' by David Aaker, Professor Emeritus at the Haas School of Business, Berkeley. He led the launch of salt Singapore in 2012 and salt's acquisition by MullenLowe Group in 2017. He is a regular speaker on the role of business in society, at conferences in Europe, America, Asia and Africa and as a visiting lecturer, including for Cambridge University's Institute for Sustainability Leadership and ESADE Business School in Barcelona. He is a member of the Medinge Group, the Brands with a Conscience Think Tank, and a B-Corp Ambassador Witnessing firsthand the success of Unilever's life-saving handwashing project in Nairobi, Kenya, Andy saw how Unilever was building its business in Africa by giving it a social mission. He was inspired to write his book, Business on a Mission: How To Build a Sustainable Brand, sharing not just the Lifebuoy story, but the wider story of how business lost and then refound its social purpose and how different organisations have developed social missions, reinforcing the idea that businesses can be both profitable and fulfil a social purpose. The first edition won a bronze medal in the AXIOM Business Book Awards and the second edition of Business on a Mission was published in January 2022, featuring new chapters, interviews and case studies charting the rise of ESG investing, the growing pressures on business from the effects of climate change and demands for social equity, and the impact of the COVID-19 pandemic. It is available from the publishers, Routledge, at https://www.routledge.com/Business-on-a-Mission-How-to-Build-a-Sustainable-Brand/Last/p/book/9781032009414 and Amazon at https://www.amazon.co.uk/Business-Mission-Build-Sustainable-Brand-ebook/dp/B09LX19Z9B. Andy's Twitter: https://twitter.com/saltylast About Shane Shane is currently interning with Irish Tech News. He is in his third year of studying Journalism at NUI Galway where he also studies IT and has an interest in programming and web development.

In todays' episode of TBCY, we have invited the well-known expert who has immense knowledge in this subject, David Aaker. Join this conversation to get some very useful tips and ideas regarding brand awareness and marketing. David Aaker, who the famous Philip Kotlar called "the father of Modern Branding" has made his name in the crowded field of branding. He is currently serving as the vice-chairman of Prophet Brand Strategy. He has written 18 books and has published hundreds of articles that have been helping the world's leading brands. He has also been awarded several times for his contribution to marketing, including the American Marketing Association Hall of Fame. Listen to this episode from the beginning till the end to get some valuable tips and strategies you may not have known before. Play the video and enjoy the conversation. --- Support this podcast: https://anchor.fm/tbcy/support

David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.In this episode, we discuss all things brand related, in particular names. We covered:Why intellectual property is not included in the training of brand managersThe importance of being clear on the definition of IPThe different perspective that IP brings to namingNaming and whether descriptive names are a good choiceThe role of intellectual property in building barriers to entry against competitorsBrand equity — three things it consists inLinkedIn: David AakerTwitter: @DavidAakerdavidaaker.comValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

“It is a big fallacy that your audience is rational” Our guest today is David Aaker, PhD, considered by some to be the Father of Modern Branding.  In this episode we are talking about creating game changing subcategories and storytelling in high tech and medtech. Dave is Professor Emeritus at Stanford University and is the Vice Chairman of the consulting firm Prophet.  He has written numerous best-selling books on branding, marketing, leadership and now story telling.  A couple weeks ago we talked to Geoffrey Moore about moving through the Technology Adoption Life Cycle.  Today we add another layer of sophistication to this with the concept of creating a game changing subcategory for your product to help separate it from the competition and thrive.  To support this effort, we also spend some time on story telling as a tactic to support your brand.  Think about it, as an individual, when you share a story about yourself with friends or colleagues, you are probably hoping to enhance your personal brand.  How you do this and what you include or leave out may make all the difference.  The same can work for the products you make or represent. As always, you will find links to Dave, Prophet and some of his books in the show notes.  And, again, you will hear me refer to a couple attendees from the MedTech Leaders community.  You can learn more about this community at MedTechleaders.net. By the way, I recorded Dave while on the road in a hotel room. Yes…I have to do some field work too.  So, the audio and video may not up to my usual quality level.  I appreciate your patience with this. Now Go Win Your Week! David Aaker LinkedIn profile link Prophet website link Some Books by David Aaker Building Strong Brands Link Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity – Link Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age – Link Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires – Link Ted Newill's LinkedIn Profile link More Medical Device Success podcasts link Medical Device Success website link MedTech Leaders Community link Link to Ted's contact page

Why is ‘my brand is better than your brand' strategy irrelevant? How formation & re-framing of Game-Changing Subcategories is the only way to drive growth? Why becoming an exemplar brand is the key to relevance ? What has fundamentally changed in the relationship a consumer has with brand; and the role brands play in an organization? How is 'signature story' a strategic asset ? What makes an effective signature story ? How to build a culture of story-telling ? The “Father of Modern Branding”, David Aaker answers the above questions. David serves as Vice Chairman at Prophet, a global growth consultancy.David has been the Professor of Marketing Strategy at Haas School of Business since 1971. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. David Aaker has authored and published hundreds of articles and 16 books, including Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. You can follow David Aaker on his blog at wwwdavidaaker.com You can connect with his company at www.prophet.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ 00:00 Introduction to the 'Father of Branding' 01:51 David Aaker on 'What led him to write on brands' 06:42 About David's Book “Aaker on Branding' 08:09 Changes in the Relationship a Consumer with the Brand 11:25 Owning Game-changing Subcategories 16:27 Ways to Finding and Own Subcategories 20:02 Signature story as a Strategic Asset 25:27 Examples of Brands with Great Signature Stories 30:00 The Process, Skills for Great Storytelling 34:10 Why An Organization needs to have a Story Culture 36:18 Brands and Stories 40:12 Personally Speaking with Dave - Rapid Fire Follow Jagged with Jasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #davidaaker #davidaakerbook #brandingstrategy #davidaakermodel

How do you create a strong brand in today's world?    A brand dominating your marketplace…   A brand your customers love…   A successful brand, even if you're a “small” digital company, well...   According to David Aaker - the “Father of Modern Branding”  - there's a new strategy.    David is the best-selling author and award-winning Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business. And he reveals a new branding strategy in this electrifying episode.    If you're looking for a powerful new way to position your brand - DOMINATING your field - you'll love this episode. It's packed with useful, practical tips you can apply to your brand today.

Reda Taleb est associé cofondateur et DG du cabinet de conseil Officium Maroc, et également membre très actif dans les Boards de plusieurs associations professionnelles avec une capacité reconnue à créer et développer des écosystèmes dans différents domaines : Management, Marketing, Communication, Médias et Digital. Dès l’âge de 12 ans, son esprit curieux et entreprenant le conduit à proposer des services en nettoyage de têtes de lectures des lecteurs VHS ! A la sortie de l’ENCG, il démarre sa carrière dans le secteur du conseil avec le cabinet LMS, puis prépare un DESS. Il réussit à rejoindre Procter & Gamble en quête d'une formation professionnelle de haut niveau dans le domaine du Marketing et participe à la restructuration de la Marque Tide au Maroc. Ce fait marquant l'amène à rejoindre le centre d’innovation à Bruxelles où il contribue au lancement de nouvelles catégories dans les pays de la zone MEA, puis à Genève où il élargit son périmètre d'intervention fonctionnel et géographique  Reda saisit l'opportunité de rentrer au Maroc en tant que Directeur Marketing de la Centrale Laitière, avec une dynamique forte de croissance dans un nouveau secteur autour de belles marques. Cette expérience enrichissante se solde par une cession au Groupe Danone et l'occasion pour Reda de pouvoir se lancer dans un projet personnel.  Il fait alors le choix de l'entrepreneuriat en cofondant Officium, une boutique Conseil au service des multinationales et Grandes PME pour les assister sur leurs problématiques Marketing, Commercial, Organisation et RH.  Ce choix lui correspond plus avec son lot de risques, difficultés et incertitudes. Le modèle prendra trois ans pour trouver son équilibre financier En parallèle, Reda partage avec nous les principes clés de fonctionnement et les croyances dont il se nourrit et qui ont façonné l'essor de plusieurs initiatives extraprofessionnelles (Moroccan Digital Awards,  World Design Talks, OMPM,...):  Etre curieux et adopter une posture de découverte de l’autre, avec la simple volonté de le comprendre, loin de tout jugement Identifier les sujets qu'on a envie de développer à plusieurs et savoir mettre l'énergie nécessaire Avoir un niveau élevé d’exigence avec le principe du " ou bien ou rien "  Il nous recommande les lectures suivantes : L'art de la guerre Les 7 habitudes de ceux qui réalisent tous ce qu'ils entreprennent Who moved my cheese David Aaker on Branding

Terme apparu en 1960, le marketing fête ses 60 ans en 2020 ! Pour ce nouvel épisode, nous revenons sur les travaux des grands penseurs du marketing et comment ils peuvent nous éclairer dans des contextes d'incertitude : Théodore Levitt, David Aaker, Christian Grönross, Katherine N. Lemon et Roland Rust !

This week on Remarkable People, Guy Kawasaki interviews David Aaker, hailed the “Father of Modern Branding,” serves as Vice-Chair at Prophet, a global marketing and branding consultancy. He’s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing.

Liat Versi Youtube Buat memperluas pangsa pasar dan penjualan, strategi brand biasanya ga jauh dari nambahin jumlah varian atau subkategori produk. Apalagi di dunia Fast Moving Consumer Good (FMCG) yang sebegitu cepetnya perputaran produk untuk ngikutin tren minat konsumen. Kalau kata David Aaker, kita bisa milih buat (1) memperluas di segmen yg udah ada peminat dan pemainnya, atau (2) di kategori baru yang belum ada pemain tapi juga belum tentu ada hilal peminatnya. Walau opsi nomor dua ngeri-ngeri sedep, cuman kalau sukses bisa banget jadi pionir yang bikin terobosan baru! Konten yang kita bahas seputar:  Kategori industri sabun di Indonesia Pengembangan bisnis di industri sabun Apa itu Brand Preference (preferensi brand) Apa itu Brand Relevance (relevansi brand) Gimana cara bikin inovasi lewat positioning Gimana cara jitu Bioré, Dettol dan Oilum ngembangin brand --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app Support this podcast: https://anchor.fm/labid/support

If you run or want to run a subscription model business then this is the show for you. Listen to what Robbie has to say, I promise you'll leave a lot wiser about subscription and membership models.    FINAL QUESTIONS: 1. Hottest digital marketing technology that you recommend my latest is "streamyard" for livestreaming to multiple sites concurrently FINAL QUESTION 2. Who is the most influential person in marketing today? David Aaker (who has a new book out too)   Key Takeaway: Buy Robbie's book at the Amazon Book store – The Forever Transaction – How to build a subscription model that is compelling BIO: Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a consulting firm that helps companies excel in the Membership Economy and a subject matter expert on membership models and subscription pricing. Her first book, The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue, is an international bestseller, and her widely anticipated The Forever Transaction is now available. Her clients have included Microsoft, the Wall Street Journal and Electronic Arts as well as over 100 other membership economy organizations. Over the course of her career, Robbie has worked in or consulted to clients in more than twenty industries. As a public speaker, Robbie has presented to thousands of people in corporations, associations, and universities. Robbie has been quoted in or written articles for major media outlets, including Harvard Business Review, The New York Times and the Wall Street Journal. She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business. Go to http://www.robbiekellmanbaxter.com/audience for audience goodies

Today's episode features a rare repeat guest: none other than David Aaker, Professor Emeritus at the Haas School of Business, UC Berkeley, Vice-Chair at Prophet, a global marketing and branding consultancy, and prolific author of books and articles about branding. Last time David was on the podcast, we talked about two of his books, Aaker on Branding, 20 Principles that Drive Success, and Creating Signature Stories. We also talked at length about his brand vision model. If you’re interested in hearing that longer conversation with “the Father of Modern Branding,” go take a listen. This time, we’re talking about David’s newest book, Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age. The premise of the book is that the only way for a business or brand to grow (with rare exceptions) is "to create or find 'must haves' that define whole new subcategories that can attract a loyal customer following." During the conversation, David explains where he got the idea for the book, what he means by terms like "game-changing subcategory" and "must haves," and how digital has changed everything. He also illustrates his ideas through examples like Dollar Shave Club, Apple, and Airbnb. At the end of the conversation, David provides one final piece of advice to business owners and brand managers: "Look for opportunities to create subcategory platforms—new ways [of] looking at what the customer is using and their relationship with the brand. And when you see one, think long and hard before you turn your back on it. ... Take some risks and make some investments, make some commitments. Because that's really the only way to grow."

"Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age" by David Aaker Click here for the show notes https://www.salesartillery.com/marketing-book-podcast/owning-game-changing-subcategories-david-aaker Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with the traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to:   develop new “must-haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.  

“Branding people have not formally gotten into the strategy world.” And vice versa. And that’s a problem according to branding and marketing legend David Aaker, author of several books including his latest Owning Game-Changing Subcategories. It’s a book that's coming out at a game-changing and turbulent time in the world of business and beyond. We discussed all of this and more, this week on the On Brand podcast. About David Aaker David Aaker, the Vice-Chairman of Prophet (a global consultancy around brand, growth, and digital transformation) and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business is the author of over 100 articles and 18 books including Aaker on Branding and Creating Signature Stories. He had received four career awards including the NYAMA Marketing Hall of Fame. Named as one of the top five most important marketing/business gurus in 2007, he is a recognized authority on brand strategy. His latest book, Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, shows how to generate growth platforms by creating, positioning, and owning new subcategories and takes a strategic look at Digital by describing its role enabling subcategory formation. Episode Highlights Where did the idea for David’s latest book, Owning Game-Changing Subcategories, come from? “I got ahold of three decades of beer data …” While this could sound like the beginning of a wild weekend, David observed that significant growth in categories like beer and automotive came with the emergence of sub-categories. Growth, strategy, and innovation books are missing out on four key areas, according to David: (1) “Any sense of branding,” a disconnect we discussed extensively during the podcast. (2) “They don’t recognize the digital age,” (3) “Social—everything used to be media-dependent now companies like Dollar Shave Club come along” and win big, and (4) “Communities,” David notes citing brand-driven communities like Sephora and Etsy. What can brands do to grow right now as many are struggling to keep their doors open? “This represents an opportunity. There’s an enormous need for us to be able to operate in an environment like this. Can we find new opportunities? Can we innovate?” This once again brought us back to our discussion of communities for brands like Sephora and the big role it plays when we’re all socially distanced. What brand has made David smile recently? David has found some much-needed laughs in difficult times from the classic TV comedy Reno 911. He also shared his favorite humorous book that he often revisits, Three Men in a Boat by Jerome K. Jerome. To learn more, check out the Prophet website including David’s blog. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

Se no grande consumo é difícil encontrar produtos e serviços que não sigam uma lógica de marca, no B2B muitas empresas ainda não se preocupam em ter marcas fortes. Com isso, correm um grande risco e perdem uma oportunidade gigantesca. Neste episódio desconstruímos alguns mitos sobre as marcas business-to-business e descobrimos consigo os ingredientes de uma marca B2B forte. Notas: Livros sobre marcas: Criando e Administrando Marcas De Sucesso de David Aaker; As Marcas, Capital da Empresa de Jean-Noel Kapferer. Livros sobre marcas B2B: The Case for B2B Branding de Bob Lamons; B2B Brand Management de Waldemar Pfoertsch e Philip Kotler. Para saber mais sobre marketing e comunicação business-to-business subscreva a newsletter da Hamlet – Universidade B2B. Quer melhorar a comunicação digital da sua empresa? Faça em minutos um Autodiagnóstico da Sua Comunicação Digital e terá um relatório detalhado sobre a maneira como a sua empresa está a tirar partido (ou não) do marketing online. Para continuar a acompanhar a Hamlet vá a hamlet.com.pt e conheça ainda o nosso blog. Siga-nos também no LinkedIn, no Facebook e no Youtube.

Branding and brand equity is a competitive sport. No matter what type of organization, public or private, maintaining high brand equity is seen as important. Brand equity is defined in David Aaker’s book Managing Brand Equity as having five components – brand loyalty, name awareness, perceived quality, brand associations in addition to perceived quality, other proprietary brand assets such as patents, trademarks, etc. Getting those components to show high value — meaning that customers and stakeholders think very highly of the brand — is big for an organization’s competitiveness, maybe even its survival. Low brand equity, while not always fatal, is a definite problem. So when an organization is able to turn things around and make its brand suddenly interesting, prominent, even viral — people take notice. But it is hard to replicate.I use the recent example of the so-called ‘storm surge’ celebrations held by the National Hockey League’s Carolina Hurricanes 2018-2019 season to highlight an example of how a team mired in long-term mediocrity suddenly upped its profile. It’s an interesting story of turning an organization’s reputation around, but what does the literature tell us about how this might have occurred and whether or not such an apparent success can be replicated in some way by other organizations.

Épisode 193 : Une marque a une valeur ! C’est ce qu’on appelle le capital de marque ou la brand equity. Et à l’ère des réseaux sociaux, les conversations et les échanges qui s’y tiennent jouent un rôle toujours plus significatif dans la façon dont les marques sont perçues par leurs consommateurs. Les réseaux sociaux ont totalement transformé la façon d’envisager le capital d’une marque. C’est quoi le capital de marque ? La notion de capital de marque est apparue dans les années 1980 lorsque des opération spectaculaires de rachat de marque ont montré que la valeur d’une marque ne reposait pas que sur le chiffre d’affaire qu’elle générait. Le capital de marque a été définié par David Aaker en 1991 comme la valeur commerciale que le consommateur place dans un produit ou un service donné, en fonction de sa propre perception de la marque plutôt que du produit ou du service en lui-même. La "brand equity" est la valeur de l'image d'une marque auprès de ses consommateurs. Autrement dit, le capital de marque englobe l'ensemble des assets liés à une marque, à son nom et à ce qu'elle représente, et qui confèrent une plus-value (ou une moins-value) à un produit. Quelques exemples : C’est notamment le cas pour des marchés où on différencie difficilement les produits sur leurs caractéristiques propres. Une paire de baskets est une paire de de baskets. Elle remplît la même fonction qu’une autre paire de basket. Pourtant une paire de Nike Air Jordan coute 150 euros quand une paire équivalente chez go sport ne coute que 35 euros. Idem avec de nombreuses grandes marques alimentaires distribuées en GMS. Si je compare un sachet de Babibel avec son équivalent en MDD, le prix est nettement supérieur quand bien même le goût et le contenu nutritionnel des deux produits sont pratiquement identiques. Comment les entreprises évaluent-elles leur capitale de marque avant les réseaux sociaux ? Bien souvent les entreprises emploient des techniques classiques d'étude de marché pour mesurer leur capital de marque et son évolution : des enquêtes, des sondages et des groupes de discussion - ou focus groups -. L'objectif de ces méthodes est d'interroger les participants sur : La visibilité et la notoriété d'une marque: Avec quelle rapidité une marque est-elle associée à un besoin dans l'esprit des interrogés ? Lorsque les intervenants pensent à un produit donné, quelle marque leur vient à l'esprit ? Les valeurs associées: Quels sentiments positifs ou négatifs sont associés à une certaine marque ? Quelles associations effectuent les participants par rapport à une marque ? Les intervenants se représentent, par exemple, une marque telle que Dior comme élégante, sophistiquée et raffinée. La différenciation de la marque: D'après les participants, où se situent deux marques concurrentes l'une par rapport à l'autre ? Qu'est-ce qui permet, dans leur esprit, de les différencier ? La fidélité du client: Quelle est la probabilité qu'un participant s'engage pour une marque plutôt qu'une autre ? Le prix et la disponibilité entrent-ils en compte dans cet engagement ? Ok, mais les focus groupes et autres panels sont biaisés Les approches traditionnelles telles que les enquêtes et autres focus groups sont truffées de biais. Les enquêtes et les sondages se concentrent uniquement sur l'expérience passée, conférant à un produit une empreinte statique, à un moment donné. La partialité des observateurs peut pousser les participants vers des idées préconçues. Il est difficile de comparer les résultats dans le temps, à moins qu'une entreprise ne se tourne encore et encore que vers les mêmes participants. Aujourd’hui la mesure de la brand equity se passe en direct La présence des marques sur le web social a fait de la brand equity un échange ininterrompu. Finie la relation échelonnée entre les annonces publicitaires et la sortie des produits, le maintien de la brand equity est désormais un combat de chaque instant. Les médias sociaux facilitent la diffusion de l'information, ce qui inclut également les critiques négatives à l'égard d'une marque ou d'un produit. L'opinion publique se façonne d'autant plus vite que tout le monde est connecté. Un exemple avec United Airline qui avait pris la décision de sortir un passager overbooké par la force de son avion avait fait un tollé sur la toile et entaché de façon notable la valeur du capital de la marque. La décision de l'United Airlines de faire descendre un passager d'un vol  Le capital de marque a l’ère des réseaux sociaux doit incorporer la notion de « social Proof » : la preuve sociale Aujourd’hui, il semble nécessaire pour les marques et les entreprises de repenser leur définition de la brand equity, et notamment la façon dont elles bâtissent, entretiennent, voire améliorent la perception à leur sujet. Utiliser le social listening pour évaluer la teneur des conversations Les conversations sur les médias sociaux ont désormais un impact réel et conséquent sur le business. Les marques doivent donc élargir leur définition de la brand equity afin d'y inclure ces discussions Inclure les conversations tenant lieu sur les médias sociaux dans la définition de la brand equity offre une représentation enrichie de la perception des marques. Se détacher des sondages et des focus groups pour se tourner vers les outils de social listening. Votre marque est-elle puissante ? L’awareness Quelle est sa visibilité en ligne ? Sa présence sociale media est-elle cohérente ? Suscite-t-elle des discussions ? Génère-t-elle de l’intérêt de la part des consommateurs sur les médias sociaux ? Votre marque est-elle attractive ? La Désidérabilité Est-elle perçue de façon positive ? Est-elle exposée favorablement sur les médias sociaux ? Est-ce que les avis clients sont bons ? Votre marque est-elle engageante ? La Proximité Communique-t-elle activement avec ses consommateurs et ses adeptes ? Invite-t-elle au partage entre ses communautés ? Pour aller plus loin Si le sujet vous intéresse et que vous souhaitez creuser davantage dans les logiques de mesure de votre capital social de marque. Linkfluence propose une méthodologie très intéressante : Un document de recherche sur le rôle du social media dans le capital de marque. La thèse revient notamment sur le modèle en nid d’abeille. Facebook brand lift survey. . . . Le Super Daily est fabriqué avec une pluie d'amour par les équipes de Supernatifs. Nous sommes une agence social media basée à Lyon. Nous aidons les entreprises à créer des relations durables et rentables avec leurs audiences. Nous inventons, produisons et diffusons des contenus qui engagent vos collaborateurs, vos prospects et vos consommateurs.

He's been called "The Father of Modern Branding." If you've ever read anything about branding or brand strategy, my guest today requires no introduction. I'm talking to David Aaker, author of over a dozen books and hundreds of articles about marketing and branding, Professor Emeritus at the Haas School of Business, UC Berkeley, and Vice-Chair at Prophet, a global marketing and branding consultancy. Given this season is about positioning and brand platforms, I couldn't pass up the opportunity to ask David directly about his brand vision model, which most people refer to simply as "the Aaker Model." We also talked about two of his most recent books, some of his favorite brands, a few books, and his advice for junior people in the branding industry. Aaker on Branding I kicked off the conversation by asking David about one of his latest books, Aaker on Branding: 20 Principles That Drive Success. David says he wrote the book because employees at Prophet were asking him what they should read and he was tired of saying "these 40 pages in this book...these 80 pages in this book." He wrote Aaker on Branding to "capsulize the main ideas that were in each of those books" into a "Reader's Digest version." Aside from the brand vision model (see below), other big-picture advice in the book includes: "Move from brand competition to subcategory competition if you want to grow." Regarding portfolio strategy, "you have to make [a family of brands] work so they generate synergy and they generate clarity and they generate relevance." Develop a "shared interest program." Tell stories. The brand vision model (the Aaker model) Seven of the principles in Aaker on Branding have to do with what he calls "brand vision," which others (including Prophet) refer to as "brand positioning." David says, "There's a lot of things you can call it...actually, the terminology is not so important. What is important are some fundamental ideas." He created his brand vision model (originally called the brand identity model) because he was convinced advertising agencies were doing it wrong by attempting to reduce brands to three-word phrases. Brands are multidimensional, so David created a model that allows for any number of elements (some are core, others are extended and "provide extra texture and guidance"). He's also against "fill-in-the-box" models that force strategists to populate a model with ideas that may not be relevant to the brand in question. For example, a product brand won't need organizational values and a B2B corporate brand may not need a brand personality. I asked David what determines whether an idea rises to the level of a brand vision element. According to David, elements should: Differentiate from other brands, Resonate with customers, and Be something you can deliver (either a proof point, which you can already deliver, or a strategic imperative, which is aspirational but attainable). David agreed, however, that not every element has to meet all three of these criteria, although there's "no hard and fast rule." The model consists of 12 elements arranged into four dimensions: Brand as Product, Brand as Organization, Brand as Person (including brand personality), and Brand as Symbol. David clarified that these dimensions are really there to ensure you've thought about every possible way of expressing the brand's identity, rather than requiring the strategist to answer every question or fill in every box. Creating Signature Stories Next, we turned to Creating Signature Stories, David's most recent book. To write the book, David first had to define "what is not a story," given how overused the word has become in branding and marketing today. It's not facts, programs, descriptions, or attributes. He says, "It's a narrative-a once-upon-a-time narrative. It's involving, it's authentic, it's intriguing, and it has some sort of a 'wow' factor. It really jumps out at you. It's something you want to share with others because it's so entertaining, so informative, so relevant. And it has a strategic message." Throughout the conversation, David gives several examples of great signature stories, including UCHealth-specifically, Becky's story. David's has four high-level pieces of advice for creating signature stories: Believe in the power of stories. "You just have to get religion." Find strong stories. Not just any story will do. Figure out a way to get the stories produced so they're effective. Good presentation is key. Figure out a way to distribute the stories effectively. As to why stories are important for brands, David says, "Stories are just unbelievably powerful. It's astounding ... It turns out that stories get attention. It turns out that stories persuade-they change perceptions. ... They avoid counterargument." And the emotions from stories are transferred to the brand telling them. This is known as "affect transfer." Wrapping up In a handful of wrap-up questions, David shared his appreciation for Dove soap and their Real Beauty campaign and two "elephant books" (Don't Think of an Elephant by George Lakoff and Who Says an Elephant Can't Dance by Lou Gerstner. David's advice for junior people looking to get into the branding industry is to take advantage of the fact consultancies and client organizations are "just absolutely terrified about becoming relevant in the digital age." If you're young, he says, take advantage of the fact you understand social media, statistics, or data analysis, and use that knowledge as a way to open the door. To learn more about David, visit davidaaker.com. That URL will redirect you to his blog on the Prophet website, where you can also read about his latest books and find links to buy them. You can also follow David on LinkedIn, Twitter, or Medium.

"Digital is content, content is stories." Listeners of the podcast know that I am a big fan of storytelling as a brand building tool. And I'm not alone. David Aaker has had a storied career in branding and marketing, as both an academic at UC Berkeley and Vice-Chairman of Prophet. He's also the author of 17 books including his latest, Creating Signature Stories. We discussed all of this and more on this week’s episode of the On Brand podcast. About David Aaker David Aaker, the Vice-Chairman of Prophet and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley, is the winner of four career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), the theory and practice of marketing (the Buck Weaver Award), and Brilliance in Marketing (NYAMA Marketing Hall of Fame). He has published over 100 articles and 17 books including Strategic Market Management, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, Aaker on Branding, and his latest book Creating Signature Stories. His books have sold well over one million copies and have been translated into eighteen languages. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he is. A regular columnist for AMA’s Marketing News, he writes regularly at Linkedin and davidaaker.com. Episode Highlights Branding doesn't start and stop with your advertising. "Brand has to permeate everything. The most effective thing they (VPs, CMOs) can do is stimulate conversation." Breaking down organizational silos is key to building a standout brand. "Digital is content, content is stories." As the saying goes — facts tell, stories sell. As David's new book Creating Signature Stories explores, if you wrap what you have to say in a story it persuades people and is recalled more effectively. Which brands are effective storytellers? David shared how story helped Barclays rehab their reputation after being the least-trusted brand. He also points to soap brands Lifebuoy and Dove for their ability to tell bigger stories. "That emotion gets transferred to the brand." Looking back on a long career in marketing, what would David say to marketers today? "The principles are the same — segmentation, positioning, putting consumers first. The levers are different. Social media has changed everything. That's a problem and an opportunity." What's one key skill that marketers today need? "I was a statistician for the first 15 years and there's a lot of potential there today with analytics. And if you have a flair for strategy and creativity." What brand has made David smile recently? "Knoor Soup did this marvelous promotion all about flavor." The soup company hypothesized that people with compatible flavor profiles have a better chance of falling in love. Talk about telling a bigger story! To learn more, check out David's blog posts at davidaaker.com and his book Aaker on Branding, which he describes as the Reader's Digest summary of all of this writing. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

Storytelling is an important concept, but it's often misunderstood. It is absolutely crucial for creating meaningful marketing efforts that stand out, but few B2B marketing leaders are using it to its full potential. On this special 80th episode of Renegade Thinkers Unite, Drew revisits 5 past interviews that highlight key elements of successful storytelling and its use in marketing. To hear these insights from successful story-driven marketers, click here to listen now! Subscribe on Apple Podcasts - Stitcher - or Podsearch Why you need a signature story rooted in emotion - with David Aaker of Prophet David explains that when trying to convey a message, a CMO has two options: share facts or tell stories. And facts don't work. B2B storytelling must magnify the problem, offer a solution or accentuate the outcome. This can artfully be done by combining customer testimony with just enough facts to provide a reliable level of reality. However, simply listing data and facts is a record-keeping entry - not a compelling marketing campaign. How and when to put emotion into your ads - with Manny Rodriguez of UC Health Manny’s healthcare marketing philosophy goes against the grain: He always strives to connect to the human side of B2B marketing by putting the patient first. He shares how to nurture the emotional component of storytelling to effectively connect with the audience, as well as his 4 top lessons all CMOs should learn. Brand identity and storytelling need to be strongly united - with Martin Häring of Finastra One of the biggest challenges any CMO will face is the task of creating a new brand identity without losing the loyalty and enthusiasm of existing customers. It goes far beyond choosing new colors, a new name, and a fancy new logo. From legal issues, to market research, to the process can be daunting. Martin discusses the foundational principles - including storytelling - that helped him get the job done quickly and successfully. With innovative storytelling, marketing campaigns can resonate with millions - with Rich Kylberg of Arrow Electronics Arrow’s story-driven marketing campaign reached people around the world. Rich and his team connected with Sam, a former indy car driver who had become a quadriplegic following a crash in 2000. Arrow was given an opportunity to create technology with real human benefits, and to share a story that would engage people and bring about positive change. Some time after being connected, Sam was able to take his family for a Sunday drive again. Rich explained that Arrow wants to share stories that can "drive technology innovation forward and inspire people to dream big because anything is possible." How storytelling can be the foundation of a successful rebrand regardless of scale - with Carolyn Feinstein of Dropbox With over half a billion worldwide users, Dropbox is major player in cloud storage. Despite their success, they wanted a to expand to ensure their continued status as an industry leader and innovator. With a story-driven campaign, Carolyn helped successfully execute the massive rebrand that coincided with a new company mentality. Resources & People Mentioned BOOK: “Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires” VIDEO: “This is Normal” Email Drew for a special storytelling guide that will guide your business forward Ep 34 “How Storytelling Begets Healthy Marketing for UCHealth” with Manny Rodriguez Ep 66 “Driving the Future of Banking Technology Through a Massive Merger with Martin Häring of Finastra” Ep 69 “How Arrow Electronics Reinvented Storytelling Marketing and the Importance of Taking Risks” with Rich Kylberg Ep 70 “The Prophet Way of Utilizing Brand Storytelling to Engage With Audiences” with David Aaker Ep 74 “How Dropbox is Channeling Global Creative Energy Through a Bold Rebranding Effort” with Carolyn Feinstein Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram Quotes Aaker: "The media world is clutter, today. It's really hard. Into this context steps story." Häring: "In marketing, we are all storytellers. We have to create emotions." Feinstein: "At the end of the day, our role is to understand the people that we're trying to reach deeply and to know the kind of stories that will resonate most deeply." Kylberg: "It was a wild success. This initiative totally transformed the company, totally pushed us into the dominant position in our industry." Rodriguez: "We took the risk of really tasking the patient with telling the story, and the payoff and the benefits have been huge."

David Aaker, known as “Father of Modern Branding,” discusses the idea of B2B brand storytelling and being able to convey engaging messages on this episode of Renegade Thinkers Unite hosted by Drew Neisser. As the Vice Chairman of marketing consultant giant Prophet and renowned author, David has decades of experience in reinventing the way a company shares its brand message. He explains to Drew the importance of balancing hard facts with emotions as well as emphasizes the importance of becoming a brand other companies want to be associated with. David also shares multiple personal stories that validate the importance of being a stellar brand storyteller. You don’t want to miss his explanation of how both T-Mobile and Barclay turned their companies around through brand storytelling. David’s expertise will revolutionize your company’s way of conveying messages, so be sure to give this episode your full attention. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [0:30] Drew introduces his guest for this episode, David Aaker [2:58] Why is everyone realizing that storytelling is critically important? [4:27] Why is a story so important in engaging employees? [8:54] What will it take for B2B firms to recognize that story is a cultural opportunity? [12:32] David’s personal stories behind effective storytelling [16:39] Why does the story go away once a company reaches marketing evaluation stages? [17:58] How does a brand find their signature stories? [21:06] The balance between hard facts and “fluffy” emotions in storytelling marketing [24:23] Actionable items behind improving your B2B storytelling marketing efforts [29:13] David’s steps for creating a brand storytelling plan [32:42] One of the most common problems when brands attempt storytelling marketing for the first time [33:25] Drew summarizes his conversation with David Aaker Why are stories so effective in engaging customers and employees? Brand storytelling is more than just a hot topic in current B2B marketing environments. It is the key to truly connecting with your employees, partners, and customers. B2B customers feel the need to have a relationship with the business they interact with and employees need to feel that their work is important. Stories garner attention, change perceptions and attitudes, and inspire action - and stories are far more effective than fact-sharing alone. This is why your company and team need to be experts in brand storytelling. To hear the full reasoning behind why this idea is a critical issue for companies across the country, be sure to listen to this episode of Renegade Thinkers Unite. The importance of creating a signature story while balancing fact and emotion When trying to convey a message, a CMO has two options: share facts or tell stories. Even though some may argue that "if it's not fact-based how do you convince people's it's actually true?", there is a balance that needs to be reached. The key in the B2B storytelling space is to either magnify the problem, offer a solution or accentuate the outcome. This can artfully be done by combining customer testimony with just enough facts to provide a reliable level of reality. Just listing data and facts is a record-keeping entry - not a compelling marketing campaign. David highlights that a signature story can be 200-300% more effective than data alone. To hear more about why brand storytelling is so impactful give this episode a listen. Actionable items for creating brand storytelling initiatives Take it from the best leader in storytelling. David lays out a plan to create a storytelling focus in your company on this episode of Renegade Thinkers Unite. As a CMO you must first believe and buy into the power of storytelling marketing. Then you have to build a skilled team and develop an environment that allows storytelling opportunities to flourish. Drew also adds that you have to throw your content calendars away because all they do is allow you to get away with regularly producing mediocre content. Hiring a support crew that can take raw stories and turn them into engaging content can also drastically improve your storytelling ability. For more hands-on hints on brand storytelling, don’t let this episode go unlistened. Connect With David: David’s Prophet webpage Connect with David on LinkedIn Follow David on Twitter Follow David on Facebook Email David Resources & People Mentioned BOOK: Team of Rivals: The Political Genius of Abraham Lincoln BOOK: Grant BOOK: Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires PODCAST: David Aaker on the power of stories and the fight for the soul of capitalism ARTICLE: How Barclays Defined Brand Purpose and Regained Customer Trust Episode #4 - Content Marketing - Guest, David Beebe, Marriott Audible Course - The Art of Storytelling: From Parents to Professionals Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires by David Aaker Click here for the show notes! https://www.salesartillery.com/marketing-book-podcast/creating-signature-stories-david-aaker

Sarah chats with David Aaker about his new book, "Creating Signature Stories" (http://amzn.to/2GyV8MW). Aaker's latest release describes the power behind a brand's signature story and how it goes much further than spouting facts.

In Creating Signature Stories, branding guru David Aaker applies the power of intriguing, authentic, involving stories for firms to use to communicate strategic messaging internally and externally and for individuals to use to understand themselves and their direction and purpose in their professional (and personal) life. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion, inspiring and more. They can provide clarity and inspiration. The challenge is to find, evaluate, refine and leverage great stories. In this interview you will learn: How stories persuade more than facts How higher-purpose signature stories inspire individuals in their professional and personal life Why a story with intriguing, involving, characters and plot can be an energy source How signature stories add visibility and energy to you or your brand. Learn the three questions to ask in your personal signature story to help you better understand yourself BIO: David Aaker, the Vice-Chairman of Prophet and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing.  Most recently Doctor Aaker was  named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and  include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, Aaker on Branding and his latest book Creating Signature Stories. Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and Linkedin.

In this week’s episode of “Marketing Today,” Alan talks with David Aaker, who is widely recognized as the father of modern branding. He’s the vice chairman of Prophet, a global marketing and branding consultancy, and, in 2015, he was inducted into the American Marketing Association’s Hall of Fame. He’s written 16 books, and the most recent is “Creating Signature Stores: Strategic Messaging that Energizes, Persuades and Inspires.” In explaining his belief in the power of stories as a tool of persuasion, Aaker says, “Stories are so much better at changing perceptions and at changing attitudes and even in gaining attention than are facts.” He goes on to say, “That’s how stories persuade, they inhibit counterarguing, they attract attention, and they allow people to deduce their own conclusions.” And, as Aaker explains, the stories companies create and live into provide meaning for their employees, too: “Employees are looking for meaning in their work, and they’re looking to be associated with an organization they respect and admire. So it’s really important for organizations to provide some kind of higher purpose. And to communicate that higher purpose, stories are a lot better than just assertions.”  Highlights from this week’s “Marketing Today” podcast include: Aaker reveals the inspiration behind his latest book. (2:37) Aaker cites Barclays as an example of why stories are so much better than facts. (5:01) Aaker defines “signature stories” and how they are different from simple narratives. (7:24) Drawing distinction between a signature story and a brand’s purpose. (8:56) Signature stories should be intriguing, authentic and involving. (11:43) “The big challenge is to get people to recognize the power of stories.” (15:53) Aaker shares a signature story of his own. (17:55) “We’re engaged in a fight for the soul of capitalism.” (20:37) Support the show.

For brands to remain top of mind, relevant, and increase sales, they must be innovative and create that “must have” factor. Brands that ignite a spirit of disruptive innovation place themselves at a huge advantage over their competition. BrandingBusiness Founding PartnerAlan Brew sits down with well-known author and branding guru, and Vice Chairman of Prophet, David Aaker, who shares examples of brands that have displayed such innovation and have left their competitors in the dust. Take for example Chrysler who in 1982 came out with the minivan. The brand invested 2/3 of a billion dollars into the minivan subcategory, sold 200,000 in the first year and went 16 years without any competition. Tune in to hear of other brands who have taken a risk to stand apart from the competition.

American theorist and consultant David Aaker guides us through the power of signature storytelling, focusing on strategic brand stories.

In this episode of “Into The Magic Shop” host Jim Doty speaks with David Aaker, Professor Emeritus at the University of California at Berkeley's Haas school of business where Aaker is a specialist in marketing with a focus on brand strategy. Dr. Doty and Aaker, who has won numerous awards in the science of marketing and was inducted into the American Marketing Association's Hall of Fame in 2015, discuss the intersection of brand awareness, brand loyalty and compassion.Aaker emphasizes the need for authenticity and passion behind a company's social programs to avoid accusations of tokenism or self-serving behavior. He also gives examples of successful social purpose campaigns, such as Dove's "Real Beauty" campaign, which had a significant impact on women's self-esteem and confidence while also increasing Dove's business.Aaker argues that creating signature programs is the most effective use of resources and can have a significant impact on a company's success. He suggests expanding successful programs and creating a long-term plan to leverage and scale them. The conversation ends with a discussion on the power of purpose-driven branding and its potential to have a positive impact on society.