The Future of Purpose-Driven Branding: Signature Programs That Impact & Inspire Both Business and SocietyPaperback, 4 October 2022

Today's firms need a social effort that is serous and impactful to be relevant. It's not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering--the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.

As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Branding: Signature Programs for Social Impact, Relevance, & Business Enhancement. According to Aaker, the future of branding demands that businesses:

The Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers.