What we can

learn from Aaker’s

(Summary of main points)

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Author Introduction
David Allen Aaker is an
American organisational
theorist, better known as the
Father of Modern Branding
He is a specialist in
marketing with a focus on
brand strategy.
Serving as a Consultant and
Professor Emeritus in
California University and
Berkeley’s Haas school of
Business
Currently he is the Vice
Chairman of Prophet – a
growth consultancy firm
Aaker has authored
numerous books on brands
and branding

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What is ‘Purpose’?
As per Aaker, Purpose is
defined as “a belief or
aspiration that transcends the
company's products or
services and provides meaning
for its stakeholders."
In his book, Aaker puts forward
the argument that purpose-
driven branding is the future of
marketing.
Why? Because it is more
authentic and sustainable than
traditional branding.

What is ‘Purpose’?
According to Aaker, purpose-
driven branding is not just a way
to improve a company's bottom
line…
It is also a way to make a positive
impact on the world.
A company with a strong purpose
is more likely to attract and retain
customers, employees, and
investors who share its values.
As a result, he believes that
companies that embrace
purpose-driven branding will be
more successful in the long run.

Aaker’s 4 strategies for
purpose-driven branding

1
Employ resources to address
the most pressing societal
challenges.
This could involve developing
products or services that address
social or environmental problems, or
donating to charities that support
causes that are important to the
company's stakeholders.
For example, Patagonia, a clothing
company, has a strong commitment to
environmental sustainability. They
have developed products that are
made from recycled materials.
Patagonia also donates a portion of its
profits to environmental causes.

Aaker’s 4 strategies for
purpose-driven branding

2
Create signature social programs.
These are programs that:
- are closely aligned with the
company's purpose, and
- have a measurable impact on
society.
The programs should be communicated
well to the stakeholders and should be
integrated into the company's overall
business strategy.
For example, Starbucks, a coffee
company, has a signature social
program called "Shared Planet."
Starbucks’ program is designed to help
coffee farmers in developing countries
improve their lives and livelihoods.

Aaker’s 4 strategies for
purpose-driven branding

3 Build strong signature brands.

It means creating brands that are
associated with the company's
purpose and that are seen as credible
and authentic by stakeholders.

For example, Ben & Jerry's, an ice

cream company, has a strong brand
that is associated with social
responsibility.

Ben & Jerry's is also known for its

commitment to using fair trade
ingredients and for supporting many
progressive causes.

Aaker’s 4 strategies for
purpose-driven branding

4
Use signature brands to
advance the business.
This could involve using the brand to
attract customers, employees, and
investors, or to gain access to new
markets.
For example, Nike, a shoe company,
has used its brand to attract
consumers who are interested in social
justice.
Nike has also partnered with athletes
who are activists and they have
spoken out against social injustice.

 Additionally…
Aaker also provides a number
of other insights into purpose-
driven branding.
For example, he argues that
a purpose should be authentic
and sustainable.
Purpose should also be

b communicated in a clear and

concise way.
He also emphasizes the

c importance of measuring the

impact of purpose-driven
initiatives.

 Additionally…
Purpose-driven branding is not

d about being perfect, but about

being authentic.
It is important to measure the
impact of your purpose-driven

e initiatives. However, you should

not expect to see immediate
results from purpose-driven
branding.
Purpose-driven branding is not
just for big companies. Anyone

f can start purpose-driven

branding, no matter how small
your business is. 
 In summary…
Aaker's book provides a
comprehensive and insightful
look at purpose-driven
branding. It is a must-read for
anyone who is interested in
the future of marketing.

Click here to read more about the

importance of Brand Purpose in driving
business growth in South Asia.
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 Well… that’s
a wrap for now!

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and views below.

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