Why Brands Need Long-Term Commitment to Building Credibility


“You have to stay in business – and you not only have to stay in business but you have to be profitable. Otherwise, you lose your capacity to help.”

The famous David Aaker, Vice-Chairman of Prophet and Prof. Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, reflects on disruptive innovation and the imperative of building brand credibility. From the evolved equity model to brand stories – an insightful guide for modern brand building:

  • How loyalty changed the game and its part in branding;
  • The role of brands in society and how to attain authenticity;
  • Learnings from Goldman Sachs, Barclays, and Buoy Soap;
  • and more

“With image and awareness, advertising can handle it. But when you put in brand loyalty, everything changes.”  — David Aaker

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