Dave Aaker’s Book Elevates the Role of Branding in the Purpose Era 

October 04, 2022

SAN FRANSISCO — David Aaker, Vice Chairman of the growth consultancy Prophet, has released his latest book, “The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society,” which shows the pathway to purpose for organizations.  

The book explains why it’s not enough to make a commitment to ESG or have an ad hoc budget for grants and volunteering. Society needs businesses to design imaginative and impactful social programs that address the most pressing societal challenges; and employees and customers, especially younger generations, demand it.  

When leveraged to bolster an organization’s brand, signature programs bring an image lift and energy to enhance the business—guiding, inspiring and communicating its higher mission to employees and key stakeholders. Simultaneously, the benefactors of the social program gain an endorsement and access to resources—two elements that will present greater opportunity for impact and improve the cause’s ability to make a difference.   

Unlike other books on the subject, David Aaker declares that this win-win model only comes to fruition when branding is a key focus when building the signature social program.  

Other book highlights include:   

  • A thorough case for why signature social programs are the secret weapon to helping business leaders build stronger brands and more connected work cultures while supporting important social causes
  • Powerful examples from organizations leading with signature programs  
  • Tools and insights for integrating signature programs into the organization and business  

The book is available in paperback or e-book version with plans to release an audiobook in 2023. Find more information about David Aaker at or by following him on LinkedIn and Twitter.  

About the Author 

David Aaker is the author of more than one hundred articles and 18 books on marketing, business strategy and branding that have sold over 1 million copies. A recognized global authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. Aaker has served as vice chairman at Prophet, a global growth consultancy, for over 20 years. 

About Prophet

Prophet is a growth and transformation consulting firm that helps leaders unlock uncommon growth. The type of growth that isn’t just bigger, more profitable or faster. It’s rich with possibility and aligns with where the world is now — and where it will be tomorrow. Uncommon growth is purposeful, transformative and sustainable.

With 15 global offices and nearly 700 strategists, data analysts, marketers, digital experts and creatives, Prophet has worked with the world’s most successful companies, including CVS Health, Home Depot, Marriott, Netflix, Electrolux and UBS, partnering with them from strategy to in-market execution. Our teams are committed to partnering with clients to develop solutions that drive lasting impact and help move society forward.