Todays firms need a social effort that is serous and impactful to be relevant. Its not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteeringthe 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 that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that businesses:Create a purpose and culture that nurtures social and environmental effortsCreate signature programs to carry that messageBuild strong signature brands in part with five branding Must DosUse the signature brands to advance a business to get their endorsement and access to their resourcesThe 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.
