First Friday Book Synopsis

APRIL 13, 2011

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 [.].

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Aaker Brand Review Blog 85

First Friday Book Synopsis

JULY 6, 2011

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.

Aaker 75

Aaker Brand Books Management 75

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 [.].

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Aaker Brand Books Review 80

First Friday Book Synopsis

OCTOBER 3, 2011

Harvard Business Review on Reinventing Your Marketing Various Contributors Harvard Business Review Press (2011) How to use innovative thinking to improve how you create or increase demand for what you offer Those who aspire to maximize the impact of their marketing initiatives will find the material in this HBR book invaluable.

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Review Marketing Books Innovation 70

Harvard Business Review

APRIL 7, 2011

The problem is that incremental innovation and investments in marketing rarely change the market share structure. Every category has its own stories of innovators who created a league of their own, and bought themselves years and sometimes decades with no real competitor. What does a band relevance strategy demand of a company?

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

JUNE 17, 2011

That is more likely to be the case when the brand is associated with an offering that is innovative and differentiated in a way that truly resonates with customers. So it comes back to creating and leveraging innovation and differentiation. A second finding was that listeners are primarily concerned with two conditions.

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Dichter Media Aaker Katz 16

Harvard Business Review

MAY 20, 2011

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. Ongoing innovation. Don't try to beat competition but, rather, make them irrelevant and discourage them from even competing.

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Aaker Henderson Brand Competitive Advantage 15