{"id":29384,"date":"2022-09-09T15:04:14","date_gmt":"2022-09-09T15:04:14","guid":{"rendered":"https:\/\/prophet.com\/?p=29384"},"modified":"2023-02-13T17:14:40","modified_gmt":"2023-02-13T17:14:40","slug":"the-future-of-purpose-driven-branding-preview","status":"publish","type":"post","link":"https:\/\/prophet.com\/2022\/09\/the-future-of-purpose-driven-branding-preview\/","title":{"rendered":"The Future of Purpose-Driven Branding: Preview"},"content":{"rendered":"\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:mb-32 is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\">\n<p class=\"h5 has-text-color\" style=\"color:#00ffb5\"><strong>BOOK<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h1 class=\"h2 has-white-color has-text-color wp-block-heading\">The Future of Purpose-Driven Branding&nbsp;<\/h1>\n\n\n\n<p>BY DAVID AAKER<\/p>\n\n\n\n<p>Learn how to guide, inspire and enable effective communication of a purpose-driven branding program.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/pdf\/the-future-of-purpose-driven-branding\/\" \n            class=\"wp-block-button__link no-border-radius\" \n            style=\"color: #0a0a0a; \"  >\n                Read the First Chapter  \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-medium is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding-400x600.jpg\" alt=\"\" class=\"wp-image-29323\" width=\"200\" height=\"300\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding-400x600.jpg 400w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding-533x800.jpg 533w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding-768x1152.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding-1024x1536.jpg 1024w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding-1365x2048.jpg 1365w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding-720x1080.jpg 720w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/08\/AakerFuturePurposeDrivenBranding.jpg 1800w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<p>In his book, \u201cThe Future of Purpose-Driven Branding,\u201d branding expert, David Aaker, shows a pathway to business and social program leadership and offers five branding \u201cmust dos\u201d to guide, inspire and enable effective communication of the program.&nbsp;The book includes: &nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A thorough case for why social programs are the secret weapon to helping business leaders build stronger brands and more connected work cultures, while supporting important social causes&nbsp;<\/li>\n\n\n\n<li>Powerful case studies from organizations leading with exemplary social programs<\/li>\n\n\n\n<li>Tools and insights for integrating social programs into the organization and business&nbsp;<\/li>\n\n\n\n<li>Five branding \u201cmust dos\u201d when building signature social brands&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"h3\"><strong><a href=\"https:\/\/prophet.com\/pdf\/the-future-of-purpose-driven-branding\/\">Download the first chapter today.<\/a>&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Loved the first chapter? <a href=\"https:\/\/www.amazon.com\/Future-Purpose-Driven-Branding-Signature-Programs\/dp\/1631959883\/ref=sr_1_1?crid=BZXDH4H06646&amp;keywords=9781631959882&amp;qid=1658761942&amp;sprefix=9781631959882%2Caps%2C95&amp;sr=8-1\">Order the book on Amazon.<\/a><\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">About the Author&nbsp;<\/h2>\n\n\n\n<p>David Aaker is the author of more than one hundred articles and 18 books on marketing, business strategy<s>,<\/s> and branding that have sold over one million copies. A recognized global authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Connect&nbsp;<\/h2>\n\n\n\n<p>Want to interview David Aaker or feature him on your next podcast? Please <a href=\"https:\/\/prophet.com\/connect\/\">connect with us<\/a> or<a href=\"https:\/\/prophet.com\/author\/david-aaker\"> David <\/a>directly.&nbsp;<\/p>\n\n\n\n<p><em>Reach out to learn how David Aaker and Prophet can help your business create signature social programs that capture the hearts of leadership, customers, employees and brand followers.&nbsp;&nbsp;<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<div id=\"sidebar-block_9ddbc4793f0bbd76fac0840406544d0b\" class=\"thinking-sidebar-wrapper\">\n\n    \n    \n        \n            <div class=\"author-block\">\n                                <h3 class=\"title\">Author<\/h3>\n                <ul class=\"author-list\">\n                                                <li class=\"leadership-container\">\n                      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wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"h3 wp-block-heading\"><strong>Related Thinking<\/strong><\/h2>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-right\"><a href=\"https:\/\/prophet.com\/thinking\/all-posts\/\">View All<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"carousel-container\" data-slide-show=\"3\" data-navigation-type=\"arrows_only\" data-transition-type=\"default\">\n\n    <div class=\"tiles-container\">\n\n    \n<div id=\"post-36104\" class=\"tile-item post-36104 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-books thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2025\/04\/aaker-on-branding-second-edition\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Aaker on Branding: Second Edition' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Aaker-on-branding-feature-tile-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Book<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Aaker on Branding: Second Edition<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-33718\" class=\"tile-item post-33718 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-growth-strategy thinking_topic-experience-innovation thinking_type-books\" >\n    <a href=\"https:\/\/prophet.com\/2023\/12\/winning-through-platforms-when-everyone-has-one\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Winning Through Platforms When Everyone Has One' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2023\/12\/Oroganization_Transformation.gif)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Book<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Winning Through Platforms When Everyone Has One<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-29321\" class=\"tile-item post-29321 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-books thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2022\/09\/the-future-of-purpose-driven-branding\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'The Future of Purpose-Driven Branding' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Purpose_2_A-copy-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Book<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>The Future of Purpose-Driven Branding<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-23927\" class=\"tile-item post-23927 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-marketing-sales thinking_topic-digital-transformation thinking_type-books\" >\n    <a href=\"https:\/\/prophet.com\/de\/2020\/03\/the-definitive-guide-to-b2b-digital-transformation\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'The Definitive Guide to B2B Digital Transformation' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2019\/07\/ContentStrategy_C-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Buch<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>The Definitive Guide to B2B Digital Transformation<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-11575\" class=\"tile-item post-11575 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-marketing-sales thinking_topic-digital-transformation thinking_type-books\" >\n    <a href=\"https:\/\/prophet.com\/2020\/03\/ebook-the-definitive-guide-to-b2b-digital-transformation\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'The Definitive Guide to B2B Digital Transformation' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2019\/07\/ContentStrategy_C-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Book<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>The Definitive Guide to B2B Digital Transformation<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n    <\/div><!-- .tiles -->\n\n\n<\/div><!-- .carousel-container --><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":78,"featured_media":2176,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"thinking_topic":[7],"thinking_type":[15],"thinking_sub_brand":[23],"thinking_capability":[],"coauthors":[31],"class_list":["post-29384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","thinking_topic-brand-activation","thinking_type-books","thinking_sub_brand-aaker"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[BOOK PREVIEW] The Future of Purpose-Driven Branding | Prophet<\/title>\n<meta name=\"description\" content=\"Read the first chapter of David Aaker&#039;s new book, &quot;The Future of Purpose-Driven Branding,&quot; for a peek into five branding &quot;must dos&quot; brand leaders should act upon.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prophet.com\/2022\/09\/the-future-of-purpose-driven-branding-preview\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Future of Purpose-Driven Branding: Preview\" \/>\n<meta property=\"og:description\" content=\"Read the first chapter of David Aaker&#039;s new book, &quot;The Future of Purpose-Driven Branding,&quot; for a peek into five branding &quot;must dos&quot; brand leaders should act upon.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/prophet.com\/2022\/09\/the-future-of-purpose-driven-branding-preview\/\" \/>\n<meta property=\"og:site_name\" content=\"Business Transformation Consultants | Prophet\" \/>\n<meta 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Transformation Consultants | Prophet"},"image":{"@id":"https:\/\/prophet.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/prophet.com\/#\/schema\/person\/e20d11304404b6bd7bab6ce037e1f1a8","name":"David Aaker","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/prophet.com\/#\/schema\/person\/image\/f7d8ed0ecd7c4348031b79ade6cd686f","url":"https:\/\/prophet.com\/wp-content\/uploads\/2022\/12\/Dave_aaker_HS-e1670438132119-300x300.jpg","contentUrl":"https:\/\/prophet.com\/wp-content\/uploads\/2022\/12\/Dave_aaker_HS-e1670438132119-300x300.jpg","caption":"David Aaker"},"description":"David Aaker, hailed the \u201cFather of Modern Branding,\u201d serves as Vice-Chair at Prophet. He\u2019s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. Aaker has authored and published hundreds of articles and 18 books, including Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world\u2019s leading brands: \"David Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.\" ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola David is an active branding consultant, Professor Emeritus at the Haas School of Business, UC Berkeley and revered speaker and thought leader. He shares insights at conferences and meetings globally, as a LinkedIn Influencer and on his blog at davidaaker.com.","sameAs":["https:\/\/www.facebook.com\/AakerOnBrands","https:\/\/www.linkedin.com\/in\/davidaaker","https:\/\/x.com\/DavidAaker"],"url":"https:\/\/prophet.com\/author\/david-aaker\/"}]}},"lang":"en","translations":{"en":29384},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/29384","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/users\/78"}],"replies":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/comments?post=29384"}],"version-history":[{"count":0,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/29384\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media\/2176"}],"wp:attachment":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media?parent=29384"}],"wp:term":[{"taxonomy":"thinking_topic","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_topic?post=29384"},{"taxonomy":"thinking_type","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_type?post=29384"},{"taxonomy":"thinking_sub_brand","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_sub_brand?post=29384"},{"taxonomy":"thinking_capability","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_capability?post=29384"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/coauthors?post=29384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}