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. Additional Information. advantages of achieving brand relevance over brand preference.

Aaker 86

Aaker Brand Short-term Long-term 86

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 [.].

Aaker 80

Aaker Brand Books Review 80

Strategy Driven

SEPTEMBER 27, 2013

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

Aaker 71

Aaker Short-term Marketing Benchmarking 71

Harvard Business Review

MAY 23, 2012

You might also check into Jim Stengel's examination of growth ideals and David Aaker's latest work on brand relevance. Without realizing it, many marketers are only adding to the information bombardment consumers feel as they shop a category, reducing stickiness rather than enhancing it. Myth #3: The more interaction the better.

Aaker 16

Aaker Brand Marketing Mix Marketing 16

Harvard Business Review

JUNE 17, 2011

Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. The message is so humorous or informative that it deserves sharing. The third (around 20%) is other-involvement.

Dichter 15

Dichter Media Aaker Katz 15

Harvard Business Review

MAY 31, 2011

Get a common planning and information system. With a common planning system, silo units can more easily and naturally be exposed to the strategies of other silos either in formal retreats or through other forms of information exchange. The five suggestions all have been shown to advance these objectives. Any others come to mind?

Brand 14

Brand Aaker Objective Team Building 14

First Friday Book Synopsis

APRIL 1, 2011

In case you missed them, these articles have been most popular with the McKinsey Quarterly‘s readers in the first quarter of this year. STRATEGY Have you tested your strategy lately? Ten timeless tests can help you kick the tires on your strategy, and kick up the level of strategic dialogue throughout your company. Click [.].

McKinsey 75

McKinsey Article Strategy Company 75