First Friday Book Synopsis

JULY 6, 2011

Brand Relevance: Making Competitors Irrelevant David A.

Aaker 80

Aaker Brand Books Review 80

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

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. Third, there needs to be a process to test and roll out the winners. One finding was that autonomous silos are simply no longer viable.

Brand 14

Brand Aaker Objective Team Building 14

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