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</header> <main id="main" class="site-main"> <article class="post-container post-29321 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-books thinking_sub_brand-aaker"> <div class="entry-content"> <section class="section-content section-dark" style=""> <article class="container"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:125px"> <p class="h5 has-text-color" style="color:#00ffb5"><strong>BOOK</strong></p> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:55%"> <h1 class="wp-block-heading h2 has-white-color has-text-color" id="h-the-future-of-purpose-driven-branding">The Future of Purpose-Driven Branding</h1> <p>BY DAVID AAKER</p> <p>Read the book to learn five branding “must-dos” to guide, inspire and enable effective communication of the social purpose and program.  </p> <div class="wp-block-buttons"> <div class="wp-block-button is-style-fill "> <a href="https://www.amazon.com/Future-Purpose-Driven-Branding-Signature-Programs/dp/1631959883/ref=sr_1_1?crid=BZXDH4H06646&keywords=9781631959882&qid=1658761942&sprefix=9781631959882%2Caps%2C95&sr=8-1" class="wp-block-button__link no-border-radius" style="color: #0a0a0a; " target="_blank" > Buy Now <svg class="icon" style="stroke:#0a0a0a"><use xlink:href="#i-external"></use></svg> </a> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:30%"> <figure class="wp-block-image size-medium is-resized"><img fetchpriority="high" decoding="async" width="400" height="600" src="https://prophet.com/wp-content/uploads/2022/08/AakerFuturePurposeDrivenBranding-400x600.jpg" alt="" class="wp-image-29323" style="width:200px;height:300px" 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="(max-width: 400px) 100vw, 400px" /></figure> </div> </div> </article> </section> <section class="section-content section-white" style="background-color: #ffffff;color: #0a0a0a;"> <article class="container"> <div class="wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:125px"></div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:55%"> <h2 class="wp-block-heading" id="h-summary">Summary</h2> <p>Winners in the future will embrace social program leadership … or fade into irrelevance with customers, investors and employees. It’s not enough for companies to commit to reducing energy or have an ad hoc budget for grants and volunteering. The world needs the resources and agility of large businesses to address existential threats in society with imaginative and impactful programs. </p> <p>In his book, “The Future of Purpose-Driven Branding,” branding expert David Aaker shows a pathway to business social leadership that include four strategies:  </p> <ul class="disc wp-block-list"> <li>Employ resources to address the most pressing societal challenges – like climate change and identity inequalities </li> <li>Create impactful, inspiring, and mission-driven signature social programs that will help business leaders build brands that are more relevant and purpose-driven as well as impact important social challenges </li> <li>Integrate the signature social programs into the business to bolster the organization’s brand as a mission-driven enterprise that is “doing good”</li> <li>Create and manage a portfolio of signature social brands that inspire, engage and communicate with passion and clarity by using the five branding “must-dos” </li> </ul> <h3 class="wp-block-heading" id="h-highlights-nbsp">Highlights </h3> <ul class="disc wp-block-list"> <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 </li> <li>Powerful case studies from organizations leading with exemplary social programs </li> <li>Tools and insights for integrating social programs into the organization and business </li> <li>Five branding “must-dos” when building signature social brands </li> </ul> <p><em><a href="https://prophet.com/?p=29384"><strong>Take a sneak peek and read the first chapter here. </strong></a></em></p> <h3 class="wp-block-heading" id="h-endorsements">Endorsements</h3> <p></p> <blockquote class="wp-block-quote h5 is-layout-flow wp-block-quote-is-layout-flow"> <p>“David Aaker, the branding guru, shows how to leverage signature social programs using vivid case studies. Integrating the social program into the business creates a win-win infinity loop.  ‘The Future of Purpose-Driven Branding’<em> </em>is a must-read book for the purpose era.”</p> <cite><strong>Joe Tripodi </strong><br>Former CMO at Coca-Cola, Allstate and MasterCard</cite></blockquote> <p></p> <blockquote class="wp-block-quote h5 is-layout-flow wp-block-quote-is-layout-flow"> <p>“Every company should adopt a social cause beyond profit-making. Aaker has written the perfect book to help you find that cause and build a unique program and brand that makes a difference.”</p> <cite><strong>Phil Kotler</strong><br>The Father of Modern Marketing</cite></blockquote> <blockquote class="wp-block-quote h5 is-layout-flow wp-block-quote-is-layout-flow"> <p>“This is a roadmap for nonprofits who want to build an inspiring brand and attract active business partners. The five branding “must dos” are game-changing.”</p> <cite><strong>Eve Birge</strong><br>Exec Director, White Pony Express, “All of Us <em>Taking Care of</em> All of Us”</cite></blockquote> <p> </p> <h2 class="wp-block-heading" id="h-about-the-author-nbsp">About the Author </h2> <p>David Aaker is the author of more than one hundred articles and 18 books on marketing, business strategy and branding that have sold over one million copies. A recognized global authority on branding, he has developed concepts and methods of brand building that are used by organizations around the world. </p> <h2 class="wp-block-heading" id="h-connect-nbsp">Connect </h2> <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/thinking/author/david-aaker/">David</a> directly. Reach out to learn how David and Prophet can help your business create signature social programs that capture the hearts of leadership, customers, employees and brand followers.  </p> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <p></p> </div> <div class="wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:25%"> <div id="sidebar-block_a254f6c35d7b04ff66b185254eacd609" class="thinking-sidebar-wrapper"> <div class="author-block"> <h3 class="title">Author</h3> <ul class="author-list"> <li class="leadership-container"> <a href="/author/david-aaker" class="leader"> <div class="profile-img"> <div class="profile-halo"></div> <img decoding="async" data-del="avatar" alt="" height="150" width="150" class="avatar pp-user-avatar photo lazyloaded" src="https://prophet.com/wp-content/uploads/2022/12/Dave_aaker_HS-e1670438132119.jpg"> </div> <div class="profile-info"> <p class="name">David Aaker</p> <p class="role">Vice Chairman</p> </div> </a> </li> </ul> </div> <nav class="social-links"> <h3 class="title">Share</h3> <ul class="social-icons"> <li class="icon"> <a href="#" target="_blank" class="linkedin sharer"><span class="icon-linkedin" style="right: 0px;"></span></a> </li> <li class="icon"> <a href="#" target="_blank" class="facebook sharer"><span class="icon-facebook"></span></a> </li> </ul> </nav> <div class="subscribe-block"> <h3 class="title">Don’t Miss a Beat</h3> <p>Sign up to receive our latest insights.</p> <div class="wp-block-buttons"> <div class="wp-block-button"> <a href="/subscribe" class="wp-block-button__link no-border-radius link--ani-arrow" style="color: #0a0a0a">SUBSCRIBE  <svg class="i-ani-arrow-icon" xmlns="http://www.w3.org/2000/svg" width="32" height="32" viewBox="0 0 32 32"> <g fill="none" stroke="#000000" stroke-width="1.5" stroke-linejoin="round" stroke-miterlimit="10"> <circle class="arrow-icon--circle" cx="16" cy="16" r="15.12" /> <path class="arrow-icon--arrow" d="M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98" / > </g> </svg> </a> </div> </div> </div> </div> <p></p> <div class="tile-link-container tile-link-container-light"> <div class="tile-link-inner-container"> <div class="tile-link-block" style="background: #fcfcfc; color: #000000;"> <a href="https://prophet.com/services/brand-strategy/" class="tile-anchor-link "> <div class="line-bar"></div> <p class="tile-title">Reimagine<br>Brands</p> <p class="tile-text">RELATED SERVICE</p> </a> </div> </div> </div> <p></p> <p></p> <p></p> <p></p> </div> </div> </article> </section> </div> <footer class="entry-footer bg-white text-black"> </footer> </article> </main> <footer class="site-footer"> <div class="container"> <div class="site-footer-inner block-fade-in"> <div class="footer-content"> <div class="row social-footer-row"> <h3 class="title h5">SOCIAL MEDIA</h3> <ul class="flatten-list content-container social-icons one-row"> <li class="social-icon instagram mr-2"> <a class="social-link" href="https://www.instagram.com/prophetconsulting" target="_blank"> <svg height="24" width="24" class="svg-icon instagram-icon" aria-hidden="true" role="img"> <use xlink:href="#instagram-icon"></use> </svg> <span class="screen-reader-text"> Link to Instagram </span> </a> </li> <li class="social-icon facebook mr-2"> <a class="social-link" href="https://www.facebook.com/prophetconsulting" target="_blank"> <svg height="24" width="24" class="svg-icon facebook-icon" aria-hidden="true" role="img"> <use xlink:href="#facebook-icon"></use> </svg> <span class="screen-reader-text"> Link to Facebook </span> </a> </li> <li class="social-icon threads mr-2"> <a class="social-link" href="https://www.threads.net/@prophetconsulting?igshid=MzRlODBiNWFlZA==" target="_blank"> <svg height="24" width="24" class="svg-icon threads-icon" aria-hidden="true" role="img"> <use xlink:href="#threads-icon"></use> </svg> <span class="screen-reader-text"> Link to Threads </span> </a> </li> <li class="social-icon linkedin mr-2"> <a class="social-link" href="https://www.linkedin.com/company/prophet" target="_blank"> <svg height="24" width="24" class="svg-icon linkedin-icon" aria-hidden="true" role="img"> <use xlink:href="#linkedin-icon"></use> </svg> <span class="screen-reader-text"> Link to Linkedin </span> </a> </li> <li class="social-icon weixin mr-2"> <a class="social-link no-link-anchor" href="https://weixin.qq.com/r/yCmrsx-EWEInrVvQ93za" target="_blank"> <svg height="24" width="24" class="svg-icon weixin-icon" aria-hidden="true" role="img"> <use xlink:href="#weixin-icon"></use> </svg> <svg height="24" width="24" class="svg-icon wechat-qrcode" aria-hidden="true" role="img"> <use xlink:href="#wechat-qrcode"></use> </svg> <span class="screen-reader-text"> Link to Weixin </span> </a> </li> </ul> </div> <div class="row connect-footer-row"> <h3 class="title h5">CONNECT</h3> <div class="content-container"> <div class="newsletter"> <h4>Newsletter</h4> <p>Stay in the loop. 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