David Aaker, Hailed as the Father of Modern Branding, Releases New Book in Response to Today’s Marketing Issues…

David Aaker is prolific.

He has published over 120 articles and 18 books that have sold more than 1 million copies and have been translated into 18 languages. Among them are Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, and The Future of Purpose-Driven Branding.

Marketing expert Philip Kotler called him the Father of Modern Branding. David Aaker was named one of the top five most important marketing/business gurus.

His new edition of Aaker on Branding addresses information overload, skeptical consumers, and acerbic social media. He discusses what marketers must get right today to leverage strong brands.

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“The world today is more digital and dynamic than ever. Creative and fresh insights and methods are needed to build and maintain not only strong brands but agile brand teams,” said David Aaker.

“In particular, branded differentiators, branded energizers, or branded sources of credibility can provide the edge you need.”

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A New Framework

David Aaker’s new book focused on three objectives, in addition to updating his previous work with more contemporary case studies and examples.

Branding Concepts and Practices

Dave Aaker’s primary objective was to deliver a concise presentation of his most effective branding concepts and practices, especially after authoring so many books with so much material. The principles he chose offer a comprehensive understanding of brands, brand strategy, brand portfolios, brand building, and the role that branding plays in disruptive innovation strategies.

These principles will benefit marketing and brand strategists seeking a refresher and those with limited knowledge of branding who wish to acquire an understanding quickly. All principles are adapted to an environment that is increasingly digital, dynamic, and socially conscious.

Additionally, it involves bringing the brand to life through innovative programs despite media saturation and skeptical audiences, and effectively managing the brand portfolio to ensure relevance, synergy, clarity, agility, and robust brand platforms that can be leveraged into new product markets.

The 5B’s of Branding

The third aim of Aaker’s second edition is to present the concept of the 5Bs—brand equity, brand relevance, brand image, brand loyalty, and brand portfolio—as the foundation of modern branding. The term “5Bs” serves as a mnemonic to identify the five fundamental keys to creating a set of strong brands that will enable organizational strategy success and provide the capability to adapt to future challenges and opportunities.

It is crucial to note that these elements have evolved significantly over the past decade. The digital world and rapid market changes driven by disruptive innovation have necessitated the adaptation of each of the 5Bs to a new set of perspectives and methodologies.

To learn more from David Aaker about his new book and the 5Bs of Branding, watch the video interview on Internationalist Marketing TV (IMTV) on YouTube by CLICKING HERE.

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In our conversation, we discuss the following:

• Before discussing the book, a quick question: How do you define a brand now?

• In the second edition, you introduce a new framework, the “5B’s of Branding.” I’m sure you could talk about each “B” for hours, but would you please briefly outline the five and why they’re so important now?

• You also talk about a compelling brand vision… Tell us more about this…

• I love that you quote Jerry Garcia of The Grateful Dead…. “You don’t want to be considered just the best of the best; you want to be considered the only one who does what you do.” I believe you call this disruptive innovation. Why is it so important today?

• You also mention that branding is hard. Many people would argue that launching a new brand, especially a direct-to-consumer one, is easier today, given the many online tools available, from WordPress to Shopify. What’s your response?

• Your company, Prophet, recently conducted research to look more deeply into today’s apparent “dichotomy” between brand building and performance marketing… or “brand and demand.” Does the focus on immediate outcomes in a Digital Era currently outweigh longer-term initiatives? Should that be a significant concern?

• What are the biggest challenges facing brands… and are they different from a decade ago?

• Let’s discuss the topic of “purpose” or purposeful branding. 
  • Does purpose still matter today?  
  • Should we distinguish between brand purpose and corporate purpose?
  • Is there purpose message fatigue?
  • Do you think a ‘purpose gap’ exists between the values most companies or brands claim to hold and their actions?

• Many marketers talk about the speed of culture and responding to “cultural moments” or how brands can “create a movement.” Is this wishful thinking or part of the new fundamentals of branding?

• As subjects evolve, I’m always curious about which fundamentals remain the same and which ones need to be more responsive…. Are some branding fundamentals unchanging?

• Today, there’s no conversation about the future that’s complete without a mention of AI. Any thoughts on how human and technological collaboration can work for the best branding outcomes?

• Finally… when writing a book, you also learn a lot about yourself. Did you find any surprises or new insights this time?

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Like my other brand books, this book has a higher purpose. It is intended to advance the theory of branding and the practice of brand management. At the center is a drive to build strategic brand assets that will provide the platforms for future success as a counterweight to the dominance of short-term financials. This book will hopefully play a role in that quest.”

… David Aaker, Author, Thought Leader, Educator, Branding Consultant, and Vice Chairman of Prophet

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About David Aaker

David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the Berkeley Haas 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.  Called the Father of Modern Branding by Phil Kotler, 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). His work has received 160,000 citations.

About Prophet

Prophet is the Uncommon Growth Company—accelerating impact for business and marketing leaders through consulting, experience, and creative services.  

With 15 global offices and 500+ strategists, analysts, creatives, marketers, and digital experts, Prophet has worked with the world’s most successful companies, including CVS Health, Home Depot, Marriott, Netflix, Electrolux and UBS, partnering with them from strategy to in-market execution. Our teams are committed to partnering with clients to develop solutions that drive lasting impact and help move society forward.