Ep 37 : David Aaker 'Father of Modern Branding' on Owning Game-Changing Subcategories, Impact of Signature Stories, Branding Strategy in Disruptive Digital Era

Why is ‘my brand is better than your brand’ strategy irrelevant? How formation & re-framing of Game-Changing Subcategories is the only way to drive growth?  Why becoming an exemplar brand is the key to relevance ?  What has fundamentally changed in the relationship a consumer has with brand; and the role brands play in an organization? How is 'signature story'  a strategic asset ? What makes an effective signature story ? How to build a culture of story-telling ?  The “Father of Modern Branding”, David Aaker answers the above questions. David serves as Vice Chairman at Prophet, a global growth consultancy.David has been the Professor of Marketing Strategy  at Haas School of Business since 1971. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. David Aaker has authored and published hundreds of articles and 16 books, including Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. You can follow David Aaker on his blog at wwwdavidaaker.com You can connect with his company at www.prophet.com  Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please connect with Jasravee on Linkedin at  https://www.linkedin.com/in/jasravee/ 00:00  Introduction to the 'Father of Branding' 01:51  David Aaker on 'What led him to write on brands' 06:42  About David’s Book “Aaker on Branding’ 08:09  Changes in the Relationship a Consumer with the Brand 11:25  Owning  Game-changing Subcategories 16:27  Ways to Finding and Own  Subcategories 20:02  Signature story as a Strategic Asset 25:27 Examples of Brands with Great Signature Stories 30:00 The Process, Skills for Great Storytelling 34:10 Why An  Organization needs to have a Story Culture 36:18  Brands and Stories 40:12  Personally Speaking with Dave - Rapid Fire  Follow Jagged with Jasravee  Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Linktree : https://linktr.ee/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Please visit our blog at http://www.mastersun.in/ #davidaaker #davidaakerbook #brandingstrategy #davidaakermodel