How Signature Social Programs Drive Purpose Branding

David Aaker, vice chair of the brand management consultancy Prophet and an American Marketing Association Hall of Fame inductee, has been hailed as the “Father of Modern Branding” for his many contributions to the science of marketing. They include hundreds of published articles and 17 books, of which more than one million copies have been sold. Aaker’s latest tome, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society, casts a spotlight on why companies need to address the existential threats in society and how to integrate signature social programs into the business. Filled with examples of purposeful companies, the book also explains how to drive momentum for and scale a social program, including creating brand communities. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Aaker joins host Ken Beaulieu to discuss key aspects of his new book and lessons he’s learned over his remarkable career.