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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And so it that for them is far superior than any advertising they could do.

I think it's more important.

I mentioned in the eighties there was a time where short termism went out and it went out because there was a uh

there was a model, the BCG matrix, which which said that strategically you need to build market share.

So people did that even though they did it in a way that destroyed brands.

And also s we had scanner data came in.

So this was everybody thought now we can run marketing scientifically.

It's not seat of the pants anymore because we have scanner data.

We know we can do

Go down test cities and

And control their T V sets and we can run experiments with this content versus that content.

This uh this

Repetition versus that repetition and scientifically find out if if it affects buying.

And what they found out is what affected buying was cents off promotions, price promotions.

And they stamped in that.

They the the trade promotions went up uh I think thirty percent over the

bef b over the era before that uh that kind of data was available.

And so uh uh that was w short termism and it was driven a lot by uh data availability and analytics.

And now we also have a uh

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