Strategy Driven

MARCH 24, 2011

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. key characteristics and competencies an organization must have to successfully pursue a brand relevance strategy. Additional Information.

Aaker 64

Aaker Brand Short-term Long-term 64

First Friday Book Synopsis

JULY 6, 2011

In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers.

Aaker 75

Aaker Brand Books Management 75

Harvard Business Review

MAY 20, 2011

Becoming a moving target as Apple did by following the iPod with products like the nano, shuffle, and iTouch, and Gillette did with razors from the Trac II to the Fusion ProGlide. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

APRIL 21, 2015

Dove Men+Care, in associating masculinity with caring (and skin-care products), is one of the few brands that seem to be trying to play with gender stereotypes a bit. I remember, as a little guy, helping my father organize his workbench and getting into a long private fantasy about the 3-inch nail that was leading the army of 2-inch nails.

Brand 8

Brand Aaker Participative Media 8