2011 Aaker Company Marketing Strategy 
Strategy Driven
SEPTEMBER 27, 2013
Many companies talk about the need to establish strong ‘relationships’ with their customers. And, these companies rightly recognize that the transactional interactions of the past are ineffective in creating loyal customers. The concept of customer relationships makes sense in the context of meeting personal needs.
Strategy Driven
APRIL 8, 2011
Brand Relevance : Making Competitors Irrelevant by David Aaker. Whole Foods Market. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. The brand preference model dictates the objectives and strategy of the firm.
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