Infinite Careers is a collaboration between Career Services (CAPD) and the MIT Alumni Association to explore career paths and the non-linearity of career decision making. Read profiles of alumni with unique career paths, hear their stories and network at a series of talks.
Education
- MIT Sloan School of Management (1960)
- Stanford University Ph.D. in Marketing (1970)
Biography
David Aaker, hailed the “Father of Modern Branding,” serves as Vice-Chair at Prophet. He’s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice.
Aaker has authored and published hundreds of articles and 18 books, including Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world’s leading brands:
“David Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.” —Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola
David is an active branding consultant, Professor Emeritus at the Haas School of Business, UC Berkeley and revered speaker and thought leader. He shares insights at conferences and meetings globally, as a LinkedIn Influencer and on his blog at davidaaker.com.
David’s Story
What has been the most rewarding aspect of your career?
Be able to have some influence on management by encouraging the concept that brand is an asset.
What motivates you to do the work that you do?
I love to write books that have a conceptual challenge and potentially make a difference.
What is the biggest challenge you’ve encountered in your career? How have you managed or overcome it?
Getting articles as an academic at a research school is challenging. You have to be positive and stick with it.
Making decisions, especially important-feeling career decisions, is really challenging for people at all stages of their career. What strategies have you used to make career decisions?
I believe you have to know what you are good at and what organizations value and go in that direction. Following what interests you can be a mistake.
