David Aaker, renowned marketing guru, Vice Chairman of Prophet, and Haas Marketing Professor Emeritus speaks about his decades of pioneering work on branding at his annual talk at Berkeley-Haas. Aaker comments on both the history and the future of branding, touching on the power of “brand as an asset,” the role of a brand vision, the importance of innovation, and the need in today’s Digital Age to change the focus from the offering to what the customer is passionate about. This talk was part of the Dean’s Speaker Series.
