Some big news! David Aaker, the father of modern branding (and Jennifer’s actual father), is being re-released tomorrow: Aaker on Branding: 2nd Edition!
Eleven years after the first edition, this updated version distills insights from all nine of David’s seminal branding books into a practical, modern playbook. It introduces the 5Bs framework, offering a fresh approach to brand building—one that moves beyond awareness and image to focus on relevance, loyalty, and strategic brand portfolios. You can preview the first chapters and 15 key takeaways here.
This new edition has the potential to become a go-to resource for brand and business leaders worldwide. If inspired, we would love your help:
Order a copy (the eBook will be $2.99 all week!) and leave a short Amazon or Goodreads review to help boost discoverability. Whether short and sweet or more detailed, your feedback can make a real difference.
Share a post about the book on LinkedIn, Twitter/X, or wherever your community gathers.
With deep gratitude and much excitement,
Xoxo, Jennifer and Naomi
Ps Full disclosure from Jennifer: I’m not exactly objective here. My dad isn’t just a branding legend—he’s also the most relentlessly curious, wildly optimistic, deeply kind person I know. My dad and I sat down to talk about the book together. It’s short. It’s personal. And yes, there may be a dad joke.
Also, Blue — our frequent Zoom guest and unofficial TA — took a look at the book. He was impressed. You can see his full review in the photo below (let’s just say he gave it four paws up).