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 61

Aaker Brand Short-term Long-term 61

Strategy Driven

APRIL 8, 2011

Brand Relevance : Making Competitors Irrelevant by David Aaker. Whole Foods Market. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. The brand preference model dictates the objectives and strategy of the firm.

Brand 56

Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

The challenge of sustaining long-term value pushes businesses toward considering short-term relationships as the easiest route to profits. The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. The Powerful Role of Trust.

Aaker 63

Aaker Short-term Marketing Benchmarking 63