Ted Audio Collective

You need a higher purpose.

This is a purpose-driven economy and one way to get a higher purpose is just to make

insanely great products or were the best service company.

And that's not good enough.

The fact that really is necessary is to be involved in addressing these huge, visible

and scary problems that are facing our society.

From the Ted Audio Collective, this is Design Matters with Debbie Millman.

For 18 years, Debbie Millman has been talking with designers and other creative people

about what they do, how they got to be who they are, and what they're thinking about

and working on.

On this episode, David Ocker gives his influential take on branding and marketing.

If you want to really grow, you need to have something that's different, something

that's so positive that people will feel they consider other products.

In the fields of branding and marketing, David Ocker is a big deal.

Considered the father of modern branding.

He helped define what brand equity even is and created an influential model for branding

that is used by many organizations today.

David Ocker is the vice chairman at Profit, the global marketing and branding consultancy.

He's also professor emeritus at UC Berkeley's Hoss School of Business, and he's received

a boatload of awards for his contributions to the science of marketing.

He's the author of some of the most influential looks in business, and his latest, the future

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