StrategyDriven Podcast Special Edition 59 – An Interview with David Aaker, author of Brand Relevance

Strategy Driven

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.

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Jennifer L. Aaker and Andy Smith: An interview by Bob Morris

First Friday Book Synopsis

Co–authors of The Dragonfly Effect, Jennifer Aaker and Andy Smith live in Lafayette, California, with their three children. A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. She focuses on questions such as: What actually makes [.].

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Trending Sources

David A. Aaker: An interview by Bob Morris

First Friday Book Synopsis

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. The second, Building Strong Brands, described the “brand identity&# model that many firms use to manage their brands and also introduced the Brand Equity Ten [.].

The Dragonfly Effect: A book review by Bob Morris

First Friday Book Synopsis

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 [.].

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The McKinsey Quarterly: Most popular articles (First Quarter, 2011)

First Friday Book Synopsis

How CFOs can keep strategic decisions on track Jennifer Aaker Recovering from information overload Seven steps to better brainstorming The Dragonfly Effect The McKinsey Quarterly: Most popular articles (First Quarter 2011) The power of storytelling: What nonprofits can teach the private sector about social media The rise of the networked enterprise: Web 2.0

Secrets of Social Media Revealed 50 Years Ago

First Friday Book Synopsis

Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog. Bob's blog entries Brand Relevance: Making Competitors Irrelevant David Aaker Ernest Dichter Harvard Business Review blog HBR email alerts HBR. 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, [.].

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How to Use Social Media to Drive Social Change

Leading Blog

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. Social Media. Nobody really understands it, but we know it’s important. How can we use it to influence others? How can we use it to do some good?

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The Ultimate Leadership Tip (From a Trend Too Compelling to Ignore)

Terry Starbucker

Aaker , entitled “ Millennial Searchers “ This was the key passage that caught my attention (my bolding for emphasis): Millennials appear to be more interested in living lives defined by meaning than by what some would call happiness.

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Harvard Business Review on Reinventing Your Marketing: A book review by Bob Morris

First Friday Book Synopsis

Harvard Business Review on Reinventing Your Marketing Various Contributors Harvard Business Review Press (2011) How to use innovative thinking to improve how you create or increase demand for what you offer Those who aspire to maximize the impact of their marketing initiatives will find the material in this HBR book invaluable.

Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

Brand Relevance : Making Competitors Irrelevant by David Aaker. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker.

Personal Needs vs. Customer Relationships

Strategy Driven

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. Complimentary Resource – 2011 Trends Report: Customer Relationship Management.

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Secrets of Social Media Revealed 50 Years Ago

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. 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.

Twitter Weekly Highlights for 2011-03-18

Tanveer Naseer

RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. Here’s a compliation of some of the articles/tweets I shared on Twitter this week: Leaders, Are You Developing Your Employee’s Super Powers? link] # leadership #. RT @ mikehenrysr : Consider yourself a “Thought Leader&# ? You might think twice & read this by @ mikemyatt # LeadChange [link] #.

Twelve Ways to Create Barriers to Competitors

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. The only real way to grow sales and profits is to create innovative offerings with some "must haves" that define new categories or subcategories for which competitors are not relevant.

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. 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.

Make Your Competition Irrelevant

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. The first is competing on brand preference by convincing buyers to opt for Brand A over comparable Brands X, Y, and Z.