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

That was the way they they worked.

And and uh what I argued was that that that makes no sense at all because a brand is more than a three word phrase, even in packaged goods, but certainly

Certainly in services or high tech, it's it's it's got uh you know six, eight, twelve dimensions to it.

And the other thing the agencies did, they used to have these triangles or things with little blocks in them and and and they asked people, okay, he this is how you do brand strategy.

You fill in the boxes.

So we have a box of brand personality and brand attributes and customer benefits and so on.

And you fill

In the box, and then they would create their three word phrase and run a campaign.

So the essence of my model, first of all, they're uh

Th there's no uh first of all, a brand is multiple dimensions.

It's not just a one word phrase, even though you can have sort of a a brand essence that can be short and helpful, but it doesn't have to be there.

And even if it is, it's not gonna be enough.

You need to have an idea that a brand is multi dimensional.

And the second cornerstone of my model is that there's no pre specified dimensions.

So you sit down and say, what do I want my brand to stand for?

And for a packaged good, it might involve brand personality.

For a service company, it might not.

And uh for one it might involve organizational values.

For another, it might not.

So you pick what the uh

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