The Brand Builder's Playbook // Getting Brand Buy In & Activating the Playbook // With David Aaker and Marcus Collins

Episode notes

From tennis rackets to Beyoncé, Microsoft to Apple…brand legends David Aaker and Marcus Collins have seen it all, and they’re here to close out our series with a masterclass on brand-led leadership. In the final episode of this season of The Brand Builder’s Playbook , hosts Jim Stengel and Ryan Barker reflect on the journey through our previous seven episodes before welcoming two of the biggest voices in marketing: David Aaker , often called the “Father of Modern Branding,” and Marcus Collins , award-winning marketer, author, and cultural expert. Together they dig into what it takes to get true buy-in for brand inside organizations, the traps of short-termism, and why culture, conviction, and clear differentiation are the ultimate energizers for growth From the evolution of brand equity to the five B’s framework, from the lessons of Steve Jobs to the rise of cultural resonance, this finale ties the whole playbook together, offering both inspiration and practical tools for brand builders at every level. Closing thought: great brands don’t just sell, they lead.