According to David Aaker, branding is now facing three paradigm-shifting trends, all market driven. The first is a shift from “my brand is better than your brand” marketing to subcategory competition. The second is a shift from communication about a brand, offering, or firm to content the customer is really interested in—the customer’s “sweet spot.” The third is the rise of higher purpose objectives that have become a central part of the competitive battlefield. In this webinar, Aaker will discuss these branding trends and offer his perspective on how marketers today must respond.

Download the slides

View the recording