- Target Executives, Managers, and Professionals involved in the management of social programs within a firm and/or business
- Blog regularly on Prophet (Aaker on Brands)
- Grow email list (40k+ following)
- Post regular to LinkedIn (270K+ followers) and Twitter (14K+ followers)
- Engage with audience on David Aaker (Aaker On Brands) Facebook Page (4.8K+ followers)
- Monthly speaking at events for executives or business school students and professors
- Host launch events and signings online and in person
- Leverage professional connections for unique marketing opportunities (nonprofit CEO hosting No Calif Zoom Meeting)
- Appear as a guest on various podcasts
- Submit to major industry reviewers, including Publishers Weekly and Foreword Reviews
Today’s firms need a social effort that is serious and impactful to be relevant. It’s not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering—the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.
As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that businesses:
- Create a purpose and culture that nurtures social and environmental efforts
- Create signature programs to carry that message
- Build strong signature brands in part with five branding “Must Dos”
- Use the signature brands to advance a business to get their endorsement and access to their resources
The Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers.
