David Aaker: How Purpose-Driven Branding Builds Compassion

Into the Magic Shop

In this episode of “Into The Magic Shop” host Jim Doty speaks with David Aaker, Professor Emeritus at the University of California at Berkeley’s Haas school of business where Aaker is a specialist in marketing with a focus on brand strategy. Dr. Doty and Aaker, who has won numerous awards in the science of marketing and was inducted into the American Marketing Association’s Hall of Fame in 2015, discuss the intersection of brand awareness, brand loyalty and compassion.

Aaker emphasizes the need for authenticity and passion behind a company's social programs to avoid accusations of tokenism or self-serving behavior. He also gives examples of successful social purpose campaigns, such as Dove's "Real Beauty" campaign, which had a significant impact on women's self-esteem and confidence while also increasing Dove's business.

Aaker argues that creating signature programs is the most effective use of resources and can have a significant impact on a company's success. He suggests expanding successful programs and creating a long-term plan to leverage and scale them. The conversation ends with a discussion on the power of purpose-driven branding and its potential to have a positive impact on society.