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The McKinsey Quarterly: Most popular articles (First Quarter, 2011)

First Friday Book Synopsis

STRATEGY Have you tested your strategy lately? Ten timeless tests can help you kick the tires on your strategy, and kick up the level of strategic dialogue throughout your company. In case you missed them, these articles have been most popular with the McKinsey Quarterly‘s readers in the first quarter of this year.

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Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

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. The brand preference model dictates the objectives and strategy of the firm. Whole Foods Market.

Brand 56
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Personal Needs vs. Customer Relationships

Strategy Driven

The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

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