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Today’s firms need a social effort that is serious 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 Signature Programs that Impact & Inspire Both Business and Society . According to Aaker, the future of branding demands that 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.
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