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 · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
So the then the uh the tagline was, You're more beautiful than you think.
So the story of of that experience is uh
was one of 'em, but they had every year they'd have a different story or something and and so the uh s so you know, that's that's an example.
The Barclay one I told you about with the story of this person that uh he used walking soccer and and uh his journey and use y the the emotion that was present in his relationships and and how Barclay
Hercules was uh such a support for him, those are all examples.
Well, I think in this is where AI comes in.
A lot of the research we would do to you know, for a brand, like we would like to know what are the positioning of the of the competitors, for example.
We'd like to know what are the needs of the customers, how do they use the product.
And a lot of basic information that goes into a strategic thing is is available now by AI and in just
Minutes and you don't need a staff so much.
And then when it comes to creating options, like uh we wanted if if if quality is one of our brand pillars, we want to know how to label it so it's our version of quality.
We could ask AI to come out with 20 different labels, and and usually when they do that, you know, two or three are are worth considering.
considering or or at least some version of Marworth considering.
So you the creative process can be enabled also by AI.
So I think if you if if you go by my models or something else and you're developing what your brand stands for and then developing some ways to to maybe some stories or some symbols or some some programs that would make it more credible.
AI can can give you ideas and and and give you basic information.
Well, if you look at the challenge of growing a business, it is almost impossible to grow a business without some kind of of a differentiating innovation.
And uh disruptive innovation is uh a class of things, maybe they don't often be disruptive, but they have to be uh dramatic innovations that create differentiation and resonate.
And you know, the probably the most role
robust finding in all of marketing research for the last century is that we know what makes a what's the most important factor of new product success.
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