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

Aaker 66

Aaker Brand Short-term Long-term 66

Strategy Driven

APRIL 8, 2011

There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Most marketing strategists perceive themselves to be engaged in a brand preference battle. Brand Relevance : Making Competitors Irrelevant by David Aaker. Whole Foods Market. Brand Relevance.

Brand 56

Brand Aaker Six Sigma Short-term 56

Harvard Business Review

MAY 20, 2011

The goal is not only to find and successfully introduce such offerings but to create barriers that inhibit or prevent competitors from entering and becoming serious customer options. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15

Harvard Business Review

MAY 23, 2012

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. How should you market differently? Then, apply different expectations to those two groups and market differently to them. How should you market differently?

Aaker 19

Aaker Brand Marketing Mix Marketing 19