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.

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Rick Hanson: How to Reach the Upper Echelons of Human Potential

Rick Hanson: How to Reach the Upper Echelons of Human Potential

How can you grow a little today, to improve your tomorrow? To learn 7 practical ways to change your brain and your life for the better, don’t miss New York Times best selling author of Buddha’s Brain ...

23 Mars 20221h 2min

Jennifer Aaker & Naomi Bagdonas: The power of humor and why it can change everything

Jennifer Aaker & Naomi Bagdonas: The power of humor and why it can change everything

Humor isn’t just an emotional response, it plays a huge role on our mental and physical health, as well as our general well being, it even affects our longevity. Don’t miss Jennifer Aaker and Naomi Ba...

16 Mars 202251min

Jon Hamm: How a Hollywood A-lister defines success

Jon Hamm: How a Hollywood A-lister defines success

How much do we really know about the people who are hugely successful on the silver screen? Because, as you’ll discover in this episode, all that glitters isn’t gold. In this episode, A-lister Jon Ham...

2 Mars 20221h 13min

David DeSteno: What religion can teach us about living a longer, healthier, happier life

David DeSteno: What religion can teach us about living a longer, healthier, happier life

How do we live longer, healthier, happier lives? In this latest episode, David DeSteno, psychology professor at Northeastern University, shares how inextricably linked religion and psychology is, the ...

23 Feb 202252min

Marianne Williamson: Why we need to say the quiet part out loud

Marianne Williamson: Why we need to say the quiet part out loud

The world is dying, says Marianne Williamson, spiritual leader, political activist, and presidential nominee. So how courageous are we willing to be? How blunt are we willing to be? How serious are we...

13 Feb 20221h

Sam Harris: What is the Illusion of Self?

Sam Harris: What is the Illusion of Self?

Where does our experience of self fit in with our experience of consciousness? This is just one of the many topics discussed in this philosophically exploratory episode with esteemed neuroscientist, p...

2 Feb 20221h 57min

Dr. Gabor Maté: Understanding the Nature of Addiction

Dr. Gabor Maté: Understanding the Nature of Addiction

Dr. Gabor Maté has dedicated his life to exploring the nature not only of addiction but of trauma too, and has discovered that diseases don’t just come along randomly, out of the blue. They reflect th...

27 Jan 20221h 10min

Werner Erhard: Discovering the Man Redefining What’s Possible

Werner Erhard: Discovering the Man Redefining What’s Possible

Everyone has questioned who they are and what their purpose is at one point or another, but very few of us have left our spouse and four children behind to head West and go look for some answers. But ...

19 Jan 20221h 11min

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