David Aaker: How Purpose-Driven Branding Builds Compassion

David Aaker: How Purpose-Driven Branding Builds Compassion

In this episode of “Into The Magic Shop” host Jim Doty speaks with David Aaker, Professor Emeritus at the University of California at Berkeley’s Haas school of business where Aaker is a specialist in marketing with a focus on brand strategy. Dr. Doty and Aaker, who has won numerous awards in the science of marketing and was inducted into the American Marketing Association’s Hall of Fame in 2015, discuss the intersection of brand awareness, brand loyalty and compassion.

Aaker emphasizes the need for authenticity and passion behind a company's social programs to avoid accusations of tokenism or self-serving behavior. He also gives examples of successful social purpose campaigns, such as Dove's "Real Beauty" campaign, which had a significant impact on women's self-esteem and confidence while also increasing Dove's business.

Aaker argues that creating signature programs is the most effective use of resources and can have a significant impact on a company's success. He suggests expanding successful programs and creating a long-term plan to leverage and scale them. The conversation ends with a discussion on the power of purpose-driven branding and its potential to have a positive impact on society.

Episoder(83)

Dr. Kyra Bobinet: The Power of the Iterative Mindset to Transform Your Life

Dr. Kyra Bobinet: The Power of the Iterative Mindset to Transform Your Life

In this episode of "Into the Magic Shop," Dr. Jim Doty and Dr. Kyra Bobinet, physician, behavior change expert, and CEO of Fresh Tri, a technology company rooted in brain science, discuss her work on ...

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Dr. Jonathan Fisher: Just One Heart A Cardiologist Guide to Healing, Health and Happiness

Dr. Jonathan Fisher: Just One Heart A Cardiologist Guide to Healing, Health and Happiness

In this episode of "Into the Magic Shop," host Dr. Jim Doty and cardiologist Dr. Jonathan Fisher discuss Fisher's book "Just One Heart" and the challenges physicians face in healthcare. They explore t...

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Dr. Jana S. Borg: Navigating AI and Ethical Decision-Making

Dr. Jana S. Borg: Navigating AI and Ethical Decision-Making

In this episode of "Into the Magic Shop," Dr. Jim Doty converses with Dr. Jana Borg about her new book, “Moral AI: And How We Get There,” and the integration of neuroscience and artificial intelligenc...

15 Mai 20241h 18min

Chade-Meng Tan: "Laughing, Meditating, and Succeeding: A Conversation with Chade-Meng Tan"

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In this episode of "Into the Magic Shop," Dr. Jim Doty converses with Chade-Meng Tan, author, philanthropist, motivator, and former Google software engineer. He and Dr. Doty discuss his transition fro...

1 Mai 202451min

Shauna Shapiro: Mindfulness: Medicine for the Mind

Shauna Shapiro: Mindfulness: Medicine for the Mind

In this episode of "Into the Magic Shop," Dr. Jim Doty hosts Shauna Shapiro, a clinical psychologist and author, to discuss mindfulness, compassion, and mental resilience. They delve into the prevalen...

17 Apr 202447min

Jennifer Nadel: Compassion in Politics: A New Operating System for Societal Change

Jennifer Nadel: Compassion in Politics: A New Operating System for Societal Change

In this episode of "Into the Magic Shop," Dr. Jim Doty and Jennifer Nadel, award-winning journalist and leader of the UK think tank, Compassion In Politics, delve into the impact of upbringing and per...

3 Apr 202449min

BJ Fogg: Unleashing the Power of Tiny Habits: A Conversation with BJ Fogg

BJ Fogg: Unleashing the Power of Tiny Habits: A Conversation with BJ Fogg

In this episode of "Into the Magic Shop," Dr. Jim Doty hosts behavior scientist, author, Stanford professor and founder and director of the Stanford Behavior Design Lab, BJ Fogg, to explore the nuance...

20 Mar 202450min

Paul Gilbert: The Transformative Power of Compassion: Unraveling the Secrets of Emotional Regulation

Paul Gilbert: The Transformative Power of Compassion: Unraveling the Secrets of Emotional Regulation

In this episode of "Into the Magic Shop," Dr. Jim Doty hosts Professor Paul Gilbert, a pioneer in Compassion Focussed Therapy. Gilbert shares his personal journey from a carefree childhood in Gambia, ...

6 Mar 202456min

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