David Aaker: “Father of Modern Branding” and AMA Marketing Hall of Fame® Inductee

Guy Kawasaki's Remarkable People

Guy Kawasaki

Documentary, Society And Culture, Management, Evangelism, Innovation, Remarkable People, Education, Society & Culture, Apple, Silicon Valley, Writing, Technology, Marketing, Guy Kawasaki, Entrepreneurship, Self-improvement, Pitching, Social Media, Business, Macintosh, Speaking

4.6 • 667 Ratings

🗓️ 27 May 2020

⏱️ 51 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

This week on Remarkable People, Guy Kawasaki interviews David Aaker, hailed the “Father of Modern Branding,” serves as Vice-Chair at Prophet, a global marketing and branding consultancy. He’s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Transcript

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0:00.0	In my years of entrepreneurship, I've seen countless startups. And here's the truth.
0:07.3	Smart spending drives growth, which is something Brex has championed. Brex isn't just a corporate credit
0:14.0	card. It's a strategic tool to help your company achieve peak performance. Corporate cards, banking, expense management, all integrated
0:24.1	on an AI-powered platform that turns every dollar into opportunity. In fact, 30,000 companies
0:32.9	are trusting Brex to help them win. Go to brex.com slash grow to learn more.
0:48.3	I'm Guy Kawasaki and this is Remarkable People.
0:52.3	This episode's remarkable guest is David Ocker.
0:55.8	David is the godfather of branding,
0:57.6	like Bob Cheldini is the godfather of influence.
1:00.6	And like Bob, his work has shaped my concept of secular evangelism.
1:05.4	He is Professor Emeritus of the Haas School of Business of UC Berkeley,
1:09.5	the vice chairman of a marketing and branding
1:11.4	firm called Profit, and an executive advisor to the Japanese marketing and ad agency, Densu.
1:18.3	He has written 17 books.
1:20.7	He has been evangelizing storytelling and branding long before almost anyone else.
1:25.4	His latest book is called Owning-changing subcategories,
1:29.0	Uncommon Growth in the Digital Age. If you're interested in storytelling, branding, and marketing,
1:35.3	and how they apply to innovation and product introductions, you'll get a great deal of
1:39.7	insight from this episode. For example, do you know why facts and descriptions just don't cut it anymore?
1:47.6	Keep listening to find out.
1:49.9	I'm Guy Kawasaki, and this is Remarkable People.
1:53.4	And now here is David Ocker.
	...

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