First Friday Book Synopsis

JUNE 21, 2011

Here is an excerpt from an article written by David Aaker for 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. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.].

Dichter 80

Dichter Aaker Media Review 80

Tanveer Naseer

MARCH 18, 2011

Brand # marketing in social media – Coffee House # Book Review: “Wikibrands&# [link] #. RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. That’s ur brand inside & out. Tx Elle RT @ ElleAndraWarner : Timely. Thanks Lisa!

Decisionmaking 112

Decisionmaking Aaker Gordon Review 112

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. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

Aaker 63

Aaker Short-term Marketing Benchmarking 63

Harvard Business Review

JUNE 17, 2011

Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. A major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands.

Dichter 16

Dichter Media Aaker Katz 16

Harvard Business Review

APRIL 21, 2015

Honestly, it’s puzzling that an inanimate, imaginary thing such as a brand should seem to have gender. But obviously brands do send out gender signals, and sometimes they’re quite strong. Even though gender is increasingly understood to be fluid and multidimensional, brands continue to draw power from gender stereotypes.

Brand 8

Brand Aaker Participative Media 8

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

Brand 14

Brand Aaker Objective Team Building 14

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.

Aaker 15

Aaker Brand Marketing Innovation 15