Ep 37 : David Aaker 'Father of Modern Branding' on Owning Game-Changing Subcategories, Impact of Signature Stories, Branding Strategy in Disruptive Digital Era
Why is \u2018my brand is better than your brand\u2019 strategy irrelevant?
\nHow formation & re-framing of Game-Changing Subcategories is the only way to drive growth?
\nWhy becoming an exemplar brand is the key to relevance ?
\nWhat has fundamentally changed in the relationship a consumer has with brand; and the role brands play in an organization?
\nHow is 'signature story' a strategic asset ? What makes an effective signature story ? How to build a culture of story-telling ?
\nThe \u201cFather of Modern Branding\u201d, 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.
\nDavid 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.
\nYou can follow David Aaker on his blog at wwwdavidaaker.com
\nYou can connect with his company at www.prophet.com
\nJagged 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.
\nPlease connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\n00:00 Introduction to the 'Father of Branding'
\n01:51 David Aaker on 'What led him to write on brands'
\n06:42 About David\u2019s Book \u201cAaker on Branding\u2019
\n08:09 Changes in the Relationship a Consumer with the Brand
\n11:25 Owning Game-changing Subcategories
\n16:27 Ways to Finding and Own Subcategories
\n20:02 Signature story as a Strategic Asset
\n25:27 Examples of Brands with Great Signature Stories
\n30:00 The Process, Skills for Great Storytelling
\n34:10 Why An Organization needs to have a Story Culture
\n36:18 Brands and Stories
\n40:12 Personally Speaking with Dave - Rapid Fire
\nFollow Jagged with Jasravee
\nFacebook Page : https://www.facebook.com/jaggedwithjasravee
\nInstagram : https://www.instagram.com/jagggedwithjasravee/
\nPodcast Page : https://anchor.fm/jagged-with-jasravee
\nYoutube Page : https://www.youtube.com/c/jaggedwithjasravee
\nLinktree : https://linktr.ee/jaggedwithjasravee
\nJagged 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/
\n#davidaaker #davidaakerbook #brandingstrategy #davidaakermodel
\n