• Aaker on Brands

    Hailed the “Father of Modern Branding,” David Aaker is Vice Chairman of Prophet and the creator of the Aaker Model™.


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Which Brands Have a Purpose Customers Believe In?

Aaker on Subcategory Competition

Aaker on Spanning Silos

Aaker on Signature Stories

Aaker on Brand Vision

5 Major Healthcare Shifts Happening Right Now

Did Boeing, Southwest, American, and United Make a Brand Blunder?

The Kraft Heinz Collapse—The Gut and Squeeze Strategy Fails

Republicans Poised to Win the Framing Battle Again with “Socialism”

How Brands Are Built

The Good News: Unilever’s New CEO Will Stay the Course

Communicating Starbucks Values—The “Upstanding” Story Series