David Aaker, the "father of modern branding," discusses in an interview with Big Think the challenges brands face in navigating information overload and consumer skepticism today. He emphasizes the shift from traditional advertising to interactive and engaging brand-building practices that foster collaboration with consumers, rather than mere promotional messaging. Aaker highlights various successful strategies, like storytelling, purposeful events, and innovative customer experiences that resonate with audiences. His insights, particularly with the release of Aaker on Branding's second edition, underscore a modern approach to effective branding in an ever-evolving marketplace.
There is not only information overload and clutter but also skepticism and counter-arguing. It is harder than ever to break through.
What works is brand-building communication that treats the targets as partners, friends, or mentees and involves them in the process.
Look for vehicles that engage and show who you are, instead of telling.
Stories about extraordinary customer experiences and loyalty programs that deliver status are some brand-building efforts that will break through.
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