Aaker - Leadership Digital

FIRST FRIDAY BOOK SYNOPSIS MAY 25, 2011 Jennifer L. Aaker and Andy Smith: An interview by Bob Morris Co–authors of The Dragonfly Effect, Jennifer Aaker and Andy Smith live in Lafayette, California, with their three children. social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. Integral Inc. MORE >>	FIRST FRIDAY BOOK SYNOPSIS JULY 6, 2011 David A. Aaker: An interview by Bob Morris In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers. MORE >>	RECENT POSTS OCTOBER 3, 2011 \| FIRST FRIDAY BOOK SYNOPSIS Harvard Business Review on Reinventing Your Marketing: A book review by Bob Morris JULY 6, 2011 \| FIRST FRIDAY BOOK SYNOPSIS David A. Aaker: An interview by Bob Morris JULY 6, 2011 \| FIRST FRIDAY BOOK SYNOPSIS Brand Relevance: A book review by Bob Morris JUNE 21, 2011 \| FIRST FRIDAY BOOK SYNOPSIS Secrets of Social Media Revealed 50 Years Ago JUNE 17, 2011 \| HARVARD BUSINESS REVIEW Secrets of Social Media Revealed 50 Years Ago MAY 31, 2011 \| HARVARD BUSINESS REVIEW How CMOs Build Brands by Collaborating Across Silos
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STRATEGY DRIVEN APRIL 8, 2011 Forget Brand Preference – Win the Brand Relevance War Brand Relevance : Making Competitors Irrelevant by David Aaker. Brand Relevance. brand, perhaps Cadillac, is then selected. Prius. Kindle. MORE >>	FIRST FRIDAY BOOK SYNOPSIS JUNE 21, 2011 Secrets of Social Media Revealed 50 Years Ago Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog. Bob's blog entries Brand Relevance: Making Competitors Irrelevant David Aaker Ernest Dichter Harvard Business Review blog HBR email alerts HBR. MORE >>	FIRST FRIDAY BOOK SYNOPSIS MAY 17, 2011 The Dragonfly Effect: A book review by Bob Morris The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change Jennifer Aaker and Andy Smith with Carlye Adler Jossey-Bass/A Wiley Imprint (2010) In this book written with Carlye Adler, Jennifer Aaker and Andy Smith explain how to “leverage the power of the new social media to do something that [.]. MORE >>	FIRST FRIDAY BOOK SYNOPSIS APRIL 13, 2011 Make Your Competition Irrelevant Here is an excerpt from an article written by David Aaker for “The Conversation&# series featured by the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * When a brand sallies forth [.]. MORE >>
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FIRST FRIDAY BOOK SYNOPSIS | WEDNESDAY, JULY 6, 2011
Brand Relevance: A book review by Bob Morris

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 [.]. MORE >>

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LEADING BLOG | FRIDAY, JANUARY 21, 2011
How to Use Social Media to Drive Social Change

The Dragonfly Effect by Jennifer Aaker and Andy Smith, is a playbook on how to use social media to achieve a single, focused, concrete goal. Social Media. Nobody really understands it, but we know it’s important. How can we use it to influence others? How can we use it to do some good? Grab Attention : Make someone look. What is Your Story? MORE >>

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HARVARD BUSINESS REVIEW | FRIDAY, JUNE 17, 2011
Secrets of Social Media Revealed 50 Years Ago

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. The study was reported in a 1966 article in HBR. major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands. MORE >>

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HARVARD BUSINESS REVIEW | FRIDAY, MAY 20, 2011
Twelve Ways to Create Barriers to Competitors

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. The only real way to grow sales and profits is to create innovative offerings with some "must haves" that define new categories or subcategories for which competitors are not relevant. Scale. MORE >>

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HARVARD BUSINESS REVIEW | THURSDAY, APRIL 7, 2011
Make Your Competition Irrelevant

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. New and improved" — whether faster, cheaper, or better — is the mantra. MORE >>

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How CMOs Build Brands by Collaborating Across Silos HARVARD BUSINESS REVIEW | TUESDAY, MAY 31, 2011
Twitter Weekly Highlights for 2011-03-18 TANVEER NASEER | FRIDAY, MARCH 18, 2011
Harvard Business Review on Reinventing Your Marketing: A book review by Bob Morris FIRST FRIDAY BOOK SYNOPSIS | MONDAY, OCTOBER 3, 2011
Brand Portfolio Strategy: A book review by Bob Morris FIRST FRIDAY BOOK SYNOPSIS | SATURDAY, APRIL 16, 2011
The McKinsey Quarterly: Most popular articles (First Quarter, 2011) FIRST FRIDAY BOOK SYNOPSIS | FRIDAY, APRIL 1, 2011
StrategyDriven Podcast Special Edition 59 – An Interview with David Aaker, author of Brand Relevance STRATEGY DRIVEN | THURSDAY, MARCH 24, 2011

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