Medium

David Aaker

David Aaker

·

Mar 15, 2019

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…

David Aaker

·

Feb 25, 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…

The Kraft Heinz Collapse — The Gut and Squeeze Strategy Fails

David Aaker

·

Feb 20, 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.

In

On Advertising

by

David Aaker

·

Oct 18, 2018

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…

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

David Aaker

·

Oct 8, 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…

In

On Advertising

by

David Aaker

·

Oct 2, 2018

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…

In

On Advertising

by

David Aaker

·

Aug 13, 2018

What Is Your “Meta” Signature Story?

The story about your stories…

What Is Your “Meta” Signature Story?

In

On Advertising

by

David Aaker

·

Apr 10, 2018

Signature Stories and B2B Branding

Creating intriguing, authentic and engaging stories

Signature Stories and B2B Branding

In

On Advertising

by

David Aaker

·

Jan 30, 2018

Brand Purposes & Signature Stories

How they persuade audiences

In

On Advertising

by

David Aaker

·

Jan 23, 2018

Brand Stories vs. Signature Stories

What’s the difference?

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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