2011 Aaker Company Innovation 
First Friday Book Synopsis
JULY 6, 2011
Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.].
Strategy Driven
APRIL 8, 2011
Brand Relevance : Making Competitors Irrelevant by David Aaker. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. Copyright 2007-2011 by StrategyDriven, Inc. Whole Foods Market. Brand Preference vs. Brand Relevance.
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