Leading Blog

JANUARY 21, 2011

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. To achieve balance, break the goal down into parts: a single long-term macro goal and a number of short-term process goals, or micro goals. Social Media. How can we use it to influence others?

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Media Aaker Audience How To 284

First Friday Book Synopsis

JULY 6, 2011

Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.].

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Aaker Brand Books Review 80

Strategy Driven

SEPTEMBER 27, 2013

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

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Aaker Short-term Marketing Benchmarking 64

Harvard Business Review

MAY 31, 2011

Such nonthreatening roles can avoid organizational stress and CMO flameout while still going a long way toward creating a collaboration and communication processes and culture and thus addressing many of the silo-driven issues. Third, there needs to be a process to test and roll out the winners. Any others come to mind?

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Brand Aaker Objective Team Building 14

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. Stereotypes, because they require little cognitive processing, are the brain’s comfort food. And brands are part of that everything.

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Brand Aaker Participative Media 8