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.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
And and that's something you could delegate to an ad agency or or a middle manager.
But uh what what I did was to argue that brand equity also involves brand loyalty.
And that kind of changed changed a lot because if you if you believe that it's just image and attitude, it's
just a communication problem, but if it beats a brand loyalty then it
It affects everything in the organization.
It affects strategy.
It affects new product development.
What kind of new products you do.
It affects the customer journey.
It affects brand communities.
And so that's something that's strategic.
And so there was a in the nineties when brand equity caught hold, we started to see marketing at the executive table in the C street where where they didn't exist
exist before.
And uh now we saw the CMO and the Vice President of Marketing participate i in strategy and bringing to the table things like customer insight and uh uh and and brand loyalty.
That was that was really uh I think that represented a a a really fundamental shift and it elevated all of marketing and it changed what marketing did.
Well, I I at at the time, again, taking you back to nineteen ninety or something, thirty five years ago, the uh marketing was the strategy involved in marketing, the brand strategy at least, was really delegated to ad agencies.
And uh
And they they their solution was to create a one word phrase.
Their mantra was it has to be a single thing that we communicate.
And then they build up a advertising campaign around that.
Showing 41–60 of 456 · page 3 of 23
← Previous
Next →