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How to Use Social Media to Drive Social Change

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.

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Media Aaker Audience How To 284
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Why Do We Get So Emotional About Brands?

Harvard Business Review

APRIL 21, 2015

Some of the pioneering work on applying this idea to brands and actually measuring their personalities was done in the 1990s by Jennifer Aaker, then at UCLA and now at Stanford. Brands as Tools for Change. As brand messages power their way through the media landscape, catching our eyes and ears, they light us up emotionally.

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Brand Aaker Participative Media 8
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