Strategy Driven

MARCH 24, 2011

Special Edition 59 – An Interview with David Aaker, author of Brand Relevance explores the creation of offerings so different that they create unique categories within which customers perceive no other product or service alternatives. how a company establishes and manages a new category or sub-category. About the Author.

Aaker 64

Aaker Brand Short-term Long-term 64

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

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. About the Author.

Brand 56

Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

Many companies talk about the need to establish strong ‘relationships’ with their customers. And, these companies rightly recognize that the transactional interactions of the past are ineffective in creating loyal customers. The concept of customer relationships makes sense in the context of meeting personal needs.

Aaker 64

Aaker Short-term Marketing Benchmarking 64

Tanveer Naseer

MARCH 18, 2011

RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. RT @ JesseLynStoner : Why It’s Time to Rethink Your Company Brand’s Message – [link] by @ TanveerNaseer #. RT @ Kimberly_Roden : Excellent thinking points! Thanks Lisa! Thanks Jesse!

Decisionmaking 112

Decisionmaking Aaker Gordon Review 112

Harvard Business Review

FEBRUARY 15, 2013

James Altucher wears many hats — he’s built 20 companies, he’s written nine books — but in his own eyes, he’s a mediocre person. There’s a lot to take away from this interview with Stanford professor Jennifer Aaker, especially with regards to scheduling our time. But he’s totally cool with that. That’s persistence.

Aaker 8

Aaker Tips Crisis Definition 8

Harvard Business Review

APRIL 7, 2011

What does a band relevance strategy demand of a company? Certainly not every company is willing to take the risks of going outside the comfort zone of the existing target market, value proposition, and business model. Second, a shift in focus from building a brand to building the new category or subcategory.

Aaker 15

Aaker Brand Marketing Innovation 15