Startups and incumbents alike should think twice before giving into the temptation to “reboot” their brand.
David Aaker, Vice Chairman of Prophet consults exclusively for Prophet clients. He is the creator of the Aaker Model™, has published more than 100 articles and 15 books, including his latest, Aaker on Branding: 20 Principles That Drive Success. Prior to that book, he authored Brand Relevance: Making Competitors Irrelevant, which was cited by Advertising Age as being among the "Ten Marketing Books You Should Have Read" in 2011 and was named one of the top 3 marketing books of the year by Strategy and Business. His other books include: Spanning Silos: The New CMO Imperative, Managing Brand Equity, Building Strong Brands, Developing Business Strategies, Brand Leadership, Strategic Market Management, From Fargo to the World of Brands, and Brand Portfolio Strategy.
He is also featured in a chapter of Conversations with Marketing Masters — a collection of insights from some of the world’s most influential marketing gurus. He has been awarded best article awards by the Journal of Marketing and the California Management Review.
Professor Emeritus at the Haas School of Business, University of California, Berkeley, he has been awarded four career awards including the 1996 Paul D. Converse Award for outstanding contributions to the development of marketing. In March 2014, he was profiled by California Magazine and called "The Plato and Newton of Branding."
David is also an advisor to Dentsu; an active speaker in the U.S., Asia, and Europe; and is on the Board of Directors of California Casualty Insurance Company and the Contra-Costa Food Bank.
He received a Ph.D. and M.A. from Stanford University and a B.S. from the Massachusetts Institute of Technology