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…

Mar 15, 2019

Mar 15, 2019

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…

Feb 25, 2019

The Kraft Heinz Collapse — The Gut and Squeeze Strategy Fails

Feb 25, 2019

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.

Feb 20, 2019

Feb 20, 2019

Published 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…

Oct 18, 2018

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

Oct 18, 2018

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…

Oct 8, 2018

Oct 8, 2018

Published 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…

Oct 2, 2018

Oct 2, 2018

Published in

On Advertising

What Is Your “Meta” Signature Story?

The story about your stories…

Aug 13, 2018

What Is Your “Meta” Signature Story?

Aug 13, 2018

Published in

On Advertising

Signature Stories and B2B Branding

Creating intriguing, authentic and engaging stories

Apr 10, 2018

Signature Stories and B2B Branding

Apr 10, 2018

Published in

On Advertising

Brand Purposes & Signature Stories

How they persuade audiences

Jan 30, 2018

Jan 30, 2018

Published in

On Advertising

Brand Stories vs. Signature Stories

What’s the difference?

Jan 23, 2018

Jan 23, 2018

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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