David Aaker – Medium

David Aaker

Did Boeing, Southwest, American, and United Make a Brand Blunder?

Boeing and three major U.S. airlines declined to ground the Boeing 737 Max fleets for three full days after the second 737 Max 8 crashed…

4 min readMar 15, 2019

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David Aaker

The Kraft Heinz Collapse — The Gut and Squeeze Strategy Fails

On Friday, February 22, 2019 the stock of Kraft Heinz, the firm put together in mid-2015 by 3G, a Brazilian private equity group, fell…

4 min readFeb 25, 2019

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The Kraft Heinz Collapse — The Gut and Squeeze Strategy Fails

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David Aaker

Republicans Poised to Win the Framing Battle Again with “Socialism”

Democrats are on the verge of losing another framing battle as Republicans tee up the “socialism” specter.

3 min readFeb 20, 2019

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David Aaker
in
On Advertising

Be an Active Partner in Your Audiences’ Passion: Lessons from Huggies

I have argued in “Aaker on Branding” and elsewhere, that especially in this digital age, communication that focuses on the attributes and…

4 min readOct 18, 2018

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Be an Active Partner in Your Audiences’ Passion: Lessons from Huggies

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David Aaker

Which Brands Truly Inspire? The 2018 Prophet Brand Relevance Index®

Many brands attempt to inspire their customers by their energy, their purpose, or by creating a customer experience that is uplifting…

4 min readOct 8, 2018

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David Aaker
in
On Advertising

Prophet’s Brand Relevance Index® — Who are the Innovative Brands in 2018?

In most categories, brands aspire to be perceived as innovative. Brands create new value propositions, new brand-driven promotions, and/or…

3 min readOct 2, 2018

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David Aaker
in
On Advertising

What Is Your “Meta” Signature Story?

The story about your stories…

5 min readAug 13, 2018

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What Is Your “Meta” Signature Story?

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David Aaker
in
On Advertising

Signature Stories and B2B Branding

Creating intriguing, authentic and engaging stories

4 min readApr 10, 2018

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Signature Stories and B2B Branding

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David Aaker
in
On Advertising

Brand Purposes & Signature Stories

How they persuade audiences

4 min readJan 30, 2018

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David Aaker
in
On Advertising

Brand Stories vs. Signature Stories

What’s the difference?

3 min readJan 23, 2018

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David Aaker

David Aaker

Vice-Chairman of Prophet, a global consultancy, Professor Emeritus, UC Berkeley, Author of Aaker on Branding & Brand Relevance: Making Competitors Irrelevant.

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