• Aaker on Brands

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


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”

Prophet’s Top Blog Posts of 2018

How Brands Are Built

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

Communicating Starbucks Values—The “Upstanding” Story Series

Which Brands Truly Inspire? The 2018 Prophet Brand Relevance Index®

Be an Active Partner in Your Audiences’ Passion: Lessons from Huggies

Prophet’s Brand Relevance Index® – Who are the Innovative Brands in 2018?

6 Signature Story Mistakes Brands Make