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StrategyDriven Podcast Special Edition 59 – An Interview with David Aaker, author of Brand Relevance

Strategy Driven

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. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.

Aaker 60
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Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

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.

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How to Use Social Media to Drive Social Change

Leading Blog

The Dragonfly Effect by Jennifer Aaker and Andy Smith, is a playbook on how to use social media to achieve a single, focused, concrete goal. They are: Focus : Identify a single concrete and measurable goal. Goals must be humanistic or based on an understanding of your audience, actionable, testable, clear and meaningful.

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