David Aaker: The Anatomy of a Signature Story

Video Description

What are the four elements of an effective signature story? David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing, the most recent being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and his latest book Aaker on Branding. Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and LinkedIn. Aaker holds a BS in Management from Massachusetts Institute of Technology, an MS in Statistics from Stanford University, and a PhD in Business Administration from Stanford University.