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 63

Aaker Brand Short-term Long-term 63

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

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