{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/60dd8c088c523000129c8ee6/62331eff74d62f0012b5848e?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Why Brands Need Long-Term Commitment to Building Credibility","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/60dd8c088c523000129c8ee6/1647516384238-4e8c674122600b41f9912e02ca273f0f.jpeg?height=200","description":"<p><em>“You have to stay in business – and you not only have to stay in business, but you have to be profitable. Otherwise, you lose your capacity to help.”</em></p><p><br></p><p>The famous David Aaker, Vice-Chairman of Prophet and Prof. Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, reflects on disruptive innovation and the imperative of building brand credibility. From the evolved equity model to brand stories – an insightful guide for modern brand building:</p><p><br></p><ul><li>How loyalty changed the game and its part in branding;</li><li>The role of brands in society and how to attain authenticity;</li><li>Learnings from Goldman Sachs, Barclays, and Buoy Soap;</li><li>and more</li></ul><p><br></p><p><em>“With image and awareness, advertising can handle it. But when you put in brand loyalty, everything changes.”&nbsp;</em></p><p>— David Aaker</p><p><br></p><p><br></p>","author_name":"Brandingmag"}