First Friday Book Synopsis

MAY 17, 2011

The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change Jennifer Aaker and Andy Smith with Carlye Adler Jossey-Bass/A Wiley Imprint (2010) In this book written with Carlye Adler, Jennifer Aaker and Andy Smith explain how to “leverage the power of the new social media to do something that [.].

Aaker 80

Aaker Books Review Media 80

First Friday Book Synopsis

JUNE 21, 2011

Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.].

Dichter 80

Dichter Aaker Media Review 80

Tanveer Naseer

MARCH 18, 2011

RT @ patriciamknight : RT @ TanveerNaseer Coffee House Book Review – “Wikibrands” by Sean Moffitt & Mike Dover bit.ly/dQQ2hS dQQ2hS Great review! #. RT @ WikiOrgCharts @TanveerNaseer ‘s review of “Wikibrands&# celebrates org. RT @ WikiOrgCharts @TanveerNaseer ‘s review of “Wikibrands&# celebrates org.

Decisionmaking 113

Decisionmaking Aaker Gordon Review 113

Harvard Business Review

JUNE 17, 2011

Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. The study was reported in a 1966 article in HBR. The message is so humorous or informative that it deserves sharing.

Dichter 16

Dichter Media Aaker Katz 16

Leading Blog

JANUARY 21, 2011

Social Media. 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. Cut through the noise of social media with something personal, unexpected, visceral, and visual. Nobody really understands it, but we know it’s important.

Media 284

Media Aaker Audience How To 284

Harvard Business Review

APRIL 7, 2011

They devote even more resources to marketing communications that try to sway buyers with more clever advertising, more impactful promotions, more visible sponsorships, and more involving social media programs than the competition's. Customers are just not inclined or motivated to change brand loyalties in established markets.

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

MAY 31, 2011

They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events. Any others come to mind?

Brand 15

Brand Aaker Objective Team Building 15