2011 Aaker Productivity Succession 
Strategy Driven
APRIL 8, 2011
A consumer decides to buy an established product category or subcategory, such as SUVs. 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.
Strategy Driven
SEPTEMBER 27, 2013
When we are satisfied with a product or service, we may tell three friends, but when we are dissatisfied, we’re inclined to tell (or Tweet) it to three thousand. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.
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