Aaker Brand Marketing Strategy Media 
Strategy Driven
SEPTEMBER 27, 2013
Even when brands claim to desire lifetime relationships with customers, many tactically distance themselves from the humanity of their interactions. The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. The Powerful Role of Trust.
Harvard Business Review
APRIL 7, 2011
When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. The first is competing on brand preference by convincing buyers to opt for Brand A over comparable Brands X, Y, and Z. Customers are just not inclined or motivated to change brand loyalties in established markets.
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