Strategy Driven

APRIL 8, 2011

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. Whole Foods Market. Brand Preference vs. Brand Relevance. Evaluating a Concept’s Prospects.

Brand 56

Brand Aaker Six Sigma Short-term 56

Harvard Business Review

JUNE 17, 2011

Looking at the social media role in brand building, I suspect that these same four motivations explain why some brands have been successful in using social media. 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.

Dichter 16

Dichter Media Aaker Katz 16

Harvard Business Review

MAY 31, 2011

To study that problem, I interviewed more than 40 CMOs and asked about silo issues and what works to address those issues and reported the results in the book Spanning Silos: The New CMO Imperative. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Identify and leverage great ideas.

Brand 14

Brand Aaker Objective Team Building 14