David Aaker – “Finding the Shared Interest – A Big-Idea Brand Builder.”

[57 min 39 sec] – Marketing guru and Haas Professor Emeritus David Aaker talks about innovation and brand positioning in his annual lecture at Berkeley-Haas. Aaker will explain what it means and why it’s important to identify shared interests with customers. This approach encourages brands to gear their marketing toward deeper relationships with customers, rather than strictly toward the specific goods or services being offered.