David Aaker

speaker

456 appearances 1 recordings 1 series first heard Jul 2026 last heard 4 Jul

David Aaker’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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King Dems Podcast | Growth Mindset, Leadership, AI and Business Insights · How to Build a Brand That Outlasts Trends | David Aaker on Brand Equity, AI and Trust · 4 Jul 2026 podcast

I'm currently working on applying it to the political process, and I'm gonna have a a

Video out on YouTube soon that describe my ideas in that context.

But yeah, I think branding is exciting.

I think it's important and it's it

Well, I think I've always been interested in brandy.

When I was an undergraduate at the Sloan School, I I had an advertising professor that got me interested in the whole idea of positioning and and uh telling their story.

And that th that was the most interesting and impactful course I took while I was an undergraduate.

And then I went got a PhD and I

uh started doing work in quantitative marketing and everything and but I've always had that in the background and I did a lot of my work in the advertising context and also the consumer behavior context.

But the the second thing that happened was in the late eighties the term brand equity

emerged kind of as in reaction to the what I call a short termism of the eighties, but nobody had defined it.

So that got me into branding full time.

I I wrote a book defining it and then wrote another book telling people how to manage brands.

And since then I've written about eight or nine books that apply these ideas in very contexts and and extended them into the into the

challenge of making brand portfolios work.

Well, I I don't talk about what a brand is, I talk about what brand equity is, and that's the value of the brand.

In this period I talked about the eighties, people thought brands were really about image and and uh image and awareness.

Uh and uh yeah, you're right.

There's a few people that really don't understand marketing that that thought it's just logo, but the mainstream marketing people thought it

was image and and and awareness.

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