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. BJ Miller Part 2: How to Prepare for Death

Dr. BJ Miller Part 2: How to Prepare for Death

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Dr. BJ Miller Part 1: Why Preparing for Death Helps You Live a Fuller Life

Dr. BJ Miller Part 1: Why Preparing for Death Helps You Live a Fuller Life

How do you think about death? Dr. BJ Miller is a palliative care physician who invites us to embrace dying not as a medical event, but rather as a universally shared life experience. In this episode, ...

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James Kirby: Why Compassion Can Change the World

James Kirby: Why Compassion Can Change the World

How can you be more compassionate? Don’t miss James Kirby, author of Choose Compassion: Why It Matters and How It Works. In this episode he debunks the myth that compassion is simply a feeling and sho...

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Sri Sri Ravi Shankar Part 2: How to Find Compassion to Connect Us All

Sri Sri Ravi Shankar Part 2: How to Find Compassion to Connect Us All

Sri Sri Ravi Shankar addresses questions such as: how to transition from one kind of compassion to another? Can you have spirituality in the absence of faith? Why are breathing techniques so impactful...

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Sri Sri Ravi Shankar Part 1: Life is a Journey from an Ugly ‘I don't know’, to a Beautiful ‘I don't know’

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Don’t miss Gurudev Sri Sri Ravi Shankar share his wisdom on the need to provide children compassionate, loving and caring role models, why we need to learn how to let go of insecurity in order to crea...

23 Nov 202230min

Shri Kamlesh D. Patel (Daaji): The Heartful Approach to Spirituality & Consciousness

Shri Kamlesh D. Patel (Daaji): The Heartful Approach to Spirituality & Consciousness

If you haven’t discovered The Heartfulness Way, then don’t miss Daaji, a modern-day guru. Daaji explains about the different Chakras and the effect they have on you, the origins of heartfulness practi...

9 Nov 202258min

Eckhart Tolle Part 2: The Transformational Power of Learning to Live in the Now

Eckhart Tolle Part 2: The Transformational Power of Learning to Live in the Now

Eckhart Tolle was 28 and on the brink of ending his life through suicide, when one night a thought occured to him: if he couldn’t bear to live with himself, was there more than one of him? Don’t msis ...

12 Okt 202232min

Eckhart Tolle Part 1: The Transformational Power of Learning to Live in the Now

Eckhart Tolle Part 1: The Transformational Power of Learning to Live in the Now

Eckhart Tolle was 28 and on the brink of ending his life through suicide, when one night a thought occured to him: if he couldn’t bear to live with himself, was there more than one of him? Don’t msis ...

28 Sep 202232min

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